In March 2021, exactly one year into the pandemic, we knew that a large cohort of MasterClass’s member base were coming up for renewal and consumer routines were still not back to normal. With the homebody economy continuing, and cooking and fitness driving the majority of home entertainment, we needed to craft a campaign that spoke to existing members and prospects alike. The answer was an epic portfolio spot, designed to drive discovery and consideration of MasterClass as a “must-have” streaming service AND reinforce the benefits and value in a MasterClass membership.

 

Featuring a cheeky voiceover from fan-favorite Gordon Ramsay, the campaign included TV, premium OOH placements in New York and LA, and print.