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 both 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

Mr. Garvey’s Mountain Survival Skills” taps Keegan Michael Key to reprise his most iconic Key & Peele role: substitute teacher, Mr. Garvey. Only this time, Mr. Garvey is schooling a class of a dozen beloved characters from Paramount+ shows and movies. Animated icons like Dora the Explorer, Peppa Pig, Blue from Blue’s Clues and Transformers’ Bumblebee. NFL star, Aaron Donald, even makes an appearance in a callback to the original Key & Peele skit that only Paramount+ could pull off.