A disruptive and innovative launch campaign for the most anticipated MasterClass instructor to date.
When MasterClass landed Anna Wintour as their latest instructor, they knew they had to promote her class on “How to Be a Boss” in new and exciting ways.
This campaign took MasterClass away from their typical performance advertising to create their first ever brand campaign. It used real advice from her class to inspire New York City’s most ambitious young professionals throughout their daily commute. Most notably, MasterClass took over the World Trade Center Metro station where the first lesson of Anna’s class played live to commuters.
This all led to the most effective and impactful class launch in MasterClass’ history, with a 30% increase on site traffic at launch.
Images of the OOH are below. Creative development of the campaign was executed Observatory with OOH design help from &Walsh and photography shot by Tyler Mitchell.
