This first one is for Warner Bros and the worlds of DC. WB wanted position DC so that they could reclaim their iconic place in culture in a world where superheroes rule the day. The manifesto was the first step, and it was written to speak to fans of DC films specifically (as opposed to comics, tv or games).
Strategy: Differentiate and revitalize the DC cinematic world.
The MPTF (Motion Picture and Television Fund) is awesome. Founded in the 1920s by the likes of Charlie Chaplin and Mary Pickford, it's a community of entertainment professionals dedicated to helping their own. You’ll find them on set, in studios, in the mailroom and everywhere in-between, supporting the lives of those who are—or once were—in the the business. We did a bunch of pro-bono work for the MPTF, including the artwork you see below, the tagline ("We all Play our Part"), and the attached manifesto. It all launched at the MPTF's premier fundraising event, where a lot of big-pocketed A-Listers mingled, donated $$ to the cause, and brought our coloring book artwork to life. If you look closely, you might see Hans Zimmer's notes or Clooney's signature.
Harry Potter films are no more, but J.K. Rowling is still writing books (and WB is still producing movies) about the Wizarding World. Warners needed a strategy to keep Potter fans engaged long after Harry, Hermione and Ron left Hogwart's while carving out new territory with the new Fantastic Beasts films. This manifesto is helping to inform the tone and content of their marketing efforts as they move into the brave new world post-Harry Potter.