UPtv—with a goal of uplifting viewers with its slate of positive programming—has created a new emoji-driven brand campaign intended to promote the network’s new slate of original and acquired movies and series.

“Consumers use emojis to share their emotional responses to television on social media every day,” said Scot Safon, UPtv’s chief marketing officer, in a statement. “We’re embracing the idea and having fun using emojis, backed by the promise of shows and movies that will uplift you every day.”

In a social media world where negativity often dominates conversations, UPtv is counting on its unique programming, including box-office hits and network series such as Gilmore Girls, Fresh Off the Boat, Home Improvement and America’s Funniest Home Videos. Those acquired series air alongside originals like Bringing Up Bates, Expecting and Our Wedding Story to bring joy, smiles and an uplifting feeling to 40 million “Family in Mind” viewers who actively seek positive programming.

The campaign, which was produced in-house, premiered on Easter Sunday, April 21, and features custom designed “UP-mojis” to highlight the network’s overall brand promise that watching UPtv will lift up its viewers.

CREDITS

“Fix Your Face, America” (top)

EVP & General Manager: Amy Winter

CMO: Scot Safon

SVP, Creative Services: Bill Keith

VP Design: Garrett Cook

Writer/Producers: Kevin Wagner, Bill Keith

Editors: Kevin Wagner, Jim Kenny

Emoji Animation: Maury Ingram

“Expecting” (below)

EVP & General Manager: Amy Winter

CMO: Scot Safon

SVP Creative Services: Bill Keith

VP Design: Garrett Cook

Writer/Producer: Terese Sanders

Editor: Curtis Iocco

Emoji Animation: Maury Ingram

Tags: brand campaign uptv


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