Canvas Worldwide is helping STARZ reveal its latest marketing campaign that specifically focuses on adult audiences, utilizing the tagline “We’re All Adults Here.”

“When we look across the competitors in the streaming landscape, you see a lot of broad messaging, folks talking about programming for all audiences and all genres,” STARZ CMO Jimmy Hilburn told ADWEEK. “We see ourselves as differentiated from that. We think that we are in our own lane. We are complementary to those other services, and we really program for discerning adult audiences with provocative stories.”

Launching on July 15, Starz’s “We’re All Adults Here” campaign includes digital, print, TV, social and an OOH visual component, with installations in key markets such as New York, Los Angeles and Atlanta. And the campaign isn’t shy about leaning into its messaging.

Read the full article from Adweek here.