mono is the agency behind the new brand position, campaign and tagline for cable news giant MSNBC.
The line, "Lean forward" is a simple, yet bold statement designed to impassion MSNBC's audience and urge them to engage with the issues of the day.
The new campaign, based on a vision by MSNBC President Phil Griffin and the largest in the network's history, includes anthemic 60 second TV spots directed by Academy Award Nominee Spike Lee, a national print campaign, as well as station domination campaigns in Grand Central and other train stations in New York City. With headlines like, "It's time to think gigantic," and, "The future belongs to the fearless," the work targets those who believe progress happens when you look forward rather than backwards.
MSNBC wanted to move from a traditional media company to a thought-leader in the television news space. mono believes a campaign with a tone that is positive and hopeful, as well as energetic and confident, would help realize Griffin's vision and clearly define the mission of the network.
The campaign also unites MSNBC's on-air personalities under one brand idea.