Logos have feelings too. They can cry their eyes out when it comes time to say goodbye, as was the case when the well-established Latin American movie channel Film Zone went off air to give rise to new movie channel FXM (FX Movies).

Fox Networks Group Latin America saw the channel out in September with a creative campaign that used nostalgia and humor to pave the way for the new regional station.

Stocked with movies of all genres dubbed into Spanish, the debut of FXM served to strengthen the brand’s portfolio.

“For purposes of global alignment, it was the right moment to launch the brand, which already exists in the United States, in Latin America,” says Gonzalo Fiure, EVP entertainment at Fox Networks Group Latin America. “We believe this was an improved offer, so our goal when releasing the new channel was to retain Film Zone fans and engage new audiences.”

Humanizing the Transition

Based on the concept that FXM is an evolution of Film Zone—a brand with many faithful movie-loving devotees—the creative solution was for the logo itself to bid farewell to its viewers.

“What usually happens in the industry is that the brand disappears overnight and nobody says anything,” says Fiure. “We decided that Film Zone deserved to have a movie-like ending and say goodbye to its many fans in Latin America. To accomplish an emotional so long, Film Zone was “humanized.”

“We decided to personify the brand, to give it a body and soul, and a distinguishing personality. But we wanted it to not only say goodbye, but to introduce its replacement,” says Fiure.

The creative pieces feature the logo designed with a human body, including hands, feet, and a face. It is the logo itself that announces the end of the channel, uttering between sobs statements such as “there are no happy endings, not even if filmed by Spielberg,” and “I’ve got to go, I can’t keep on talking.” His crying segues to a trailer featuring FXM programming. The video then ends with a final tear and a tagline of, “Film Zone comes to an end. Not even the logo can believe it.”

“It’s a really original way to go through such a rebranding, and to respect viewers by letting them know in a creative way that this channel will no longer exist, but an even better one is coming,” says Fiure. “Since we are talking about the death of a brand, we took some liberties and used humor to take the drama out of it.”.

The campaign was well received on social media and, since its debut FXM has exceeded ratings expectations based on Film Zone’s previous performance.

Because FXM shares its logo with FXM in the U.S., it presents only minor differences in the graphic packages that correspond to each region.

Fiure believes FX’s legacy gives the brand a more dynamic personality, expanding its clout beyond the already massive following from Film Zone, and expects the Latin American and U.S. brands will continue to nurture one another as their movie programming continues to thrive.

Version español: Film Zone se despide entre lágrimas de su audiencia Latina

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