Viaplay wanted to create a scalable concept encompassing a summer campaign featuring Film, Series and Kids for the Nordic Countries. We examined the industry and what they were communicating, concluding that most of the competition focused on technical advantages. Since Viaplay has such a broad variety of content we chose to concentrate on the product itself, which is entertainment, in all categories and genres. The mission we set ourselves was to re-brand Viaplay and define them as a market-leading entertainment provider, by communicating the wide range of content accompanied by great features for optimal consumer experience. The final concept “King of Moments” captures and communicates the essence of entertainment across all the Nordic markets. We structured the concept so that we could adapt it to smaller, more targeted campaigns, where we broke down the general “King of Moments” into the more specific “King of Sports”, “King of Champions League”, “King of Series” and “King of Drama”, to name a few.