HBO Voyeur
Award: Yellow Pencil
Yellow Pencil / Integrated / Integrated / 2008
The campaign goal was to strengthen HBO against increasing competition by getting core fans to connect with the brand with the same passion they show for programming. It wasn’t enough just to tell fans that we’re the leaders in cutting-edge, innovative storytelling. We needed to show them. It began with an event: a life-size projection on the wall of a Manhattan apartment building, creating the illusion that the wall of the building had been cut away, allowing viewers to experience the stories inside. Advertising on HBO, online and in cinemas led viewers to HBOvoyeur.com and the on-demand film ‘The Watcher’.
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