In 2021, with the streaming wars well underway, we launched Paramount+ — a brand new streaming service — with a breakthrough brand campaign that turned the iconic Paramount logo into a ‘Mountain of Entertainment.’ A partnership campaign where the biggest names in entertainment coexist and interact like never before.

To kick off year three of the campaign, Paramount+ wanted to target a family-oriented audience by highlighting the breadth of kids and family content available on the service. Where other streaming platforms are pumping out clip films and trailers, we needed a creative conceit that could tap into kids and their parents in the most entertaining way possible.

We used social listening and streaming viewership data to determine what content resonated most with our audience, and created a film concept around their favorite characters. Turning data points and numbers into storylines that both spectrums of our audience would want to watch.

The trick here was to seamlessly integrate Keegan-Michael Key into a snowy landscape full of cartoon characters who weren’t there, largely because they don’t exist. So to solve this problem, the director brought some of their favorite improvisational actors to set and had them play the characters, improvising with Keegan, a brilliant improvisational mind in his own right.

More than a commercial, it was a crossover episode between 13 different beloved properties. A piece of content inspired by data on popular Paramount+ shows. And a film that cemented Paramount+ as the home of the biggest collection of entertainment in streaming today.

After its debut during the Thanksgiving NFL game, “Mr. Garvey’s Mountain Survival Skills'' amassed over 55 million views across Youtube, Facebook, Twitter, and TikTok. And according to Forbes, Paramount+ surpassed massive competitors like Hulu, climbing to 56 million subscriptions at an unprecedented 21% increase. Talk about a mountain-sized stat.