Squarespace

Make Your
Next Move

John Malkovich makes his next move from Oscar-nominated actor to acclaimed fashion designer.

For most of Malkovich’s remarkable life, being John Malkovich meant being an extraordinary actor. But he is at a crossroads—and this time, it’s not in a movie.

Praise
  • TV Academy Emmy
  • Webby x 4
  • Cannes Lions x 5
#1
revenue month in Squarespace's history
100K
new businesses launched
#1
highest traffic to Squarespace.com
$50M
in earned media

OUR APPROACH

This was much more than a fleeting celebrity ad campaign.

Squarespace exists to help entrepreneurs put their ideas out into the world. Instead of short-lived product ads, this global campaign provided the platform to launch real businesses on Squarespace – starting with John Malkovich and his next big move to become a fashion designer.

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Make Your Next Move: John's Journey (Film)

John’s Journey is a tongue-in-cheek look at the actor’s struggle to be taken seriously while telling the world he’s going into fashion design.

—Vanity Fair

To have a store, to be able to sell directly to people—it’s what I have always wanted.
John Malkovich, The New York Times
Refreshing in a world of celebrity collaboration.
Vogue

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“Make Your Next Move” (Case Study)

JOHNMALKOVICH.COM

A global platform with a breakthrough Super Bowl campaign for Squarespace's new domain buying service.

Other big players like GoDaddy and Wix had already captured users at the domain purchase stage. We needed to inspire businesses around the world to start their professional journey with Squarespace.

JohnMalkovich.com amplified the partnership on the world’s biggest stage.

Two Super Bowl films promoted JohnMalkovich.com to 130 million people, encouraging viewers to pursue their own passions, and to "Get your domain before it's gone." John Malkovich is no stranger to an identity crisis. This time, as Malkovich prepares to make the move from Oscar-winning actor to fledgling fashion designer, he quickly realizes he’s got a big problem.

How the f**k can you be John Malkovich?!

John Malkovich

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JohnMalkovich.com (Super Bowl Pre-kickoff Film)

Television viewers of this year’s Super Bowl may notice something unusual amid the usual onslaught of macho-themed commercials for beer, snack chips and pickup trucks. In a Super Bowl campaign, the actor-turned-fashion-designer John Malkovich discovers that the web domain JohnMalkovich.com is controlled by another John Malkovich.

—The New York Times

Get out of my name!
John Malkovich
... another John Malkovich—this one a fisherman behind the ‘ULTIMATE Fishing Site!!’
The New York Times

But I’m him. There is a film about me being me.

John Malkovich
"I’m just going to call the guy."

During Super Bowl halftime, the world got to enjoy John Malkovich calling the other John Malkovich, asking for his domain back.

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JohnMalkovich.com (Super Bowl Halftime Film)

THE IMPACT

The campaign launched over 100,000 new businesses with influencers across all industries.

"Make Your Next Move" launched fashion designer John Malkovich and other entrepreneurs across various industries, providing millions with the inspiration and custom Squarespace e-commerce platform to launch their own ventures. It led to the biggest revenue month in Squarespace's history, the highest traffic to Squarespace.com and garnered $50M million in earned media.

Indeed, Mr. Malkovich himself uses Squarespace to sell his men’s wear. And he isn’t pretending to be a fashion designer.

—The New York Times

Client

Squarespace

Output

  • Brand Strategy
  • Global Creative Platform
  • Super Bowl Campaign
  • Global Q4 and Q1 Campaign
  • Production: Film, Digital and Print
Next project2 Dollar Bill

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