HBO Tv Channel: "IMAGINE" Online Advert by BBDO New York

Type of entry: Titanium and Integrated
Advertiser: HBO
Product/Service: TV NETWORK
Agency: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars/Bill Bruce (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Art Director: Brandon Mugar (BBDO New York)
Copywriter: Adam Reeves (BBDO New York)
Director of Integrated Production: Brian Dilorenzo (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Outdoor Director of Creative Engineering/Production: Jd Michaels (BBDO New York)
Production Company: (Biscuit Filmworks)
Director: Noam Murro (Biscuit Filmworks)
Senior Executive Producer: Shawn Lacy (Biscuit Filmworks)
Executive Producer: Colleen O'donnell (Biscuit Filmworks)
Producer: Jay Veal (Biscuit Filmworks)
Digital Agency: (The Barbarian Group)
Editing House: (Butcher Editorial)
Editor: David Henegar (Butcher Editorial)
Visual Effects Company: (Animal Logic)
Music House: (Search Party Music)
Music Supervisors: Stephanie Diaz-Matos/Randall Poster (Search Party Music)
Audio Mix: (POP Sound/Sound Lounge)
Mixers: Mitch Dorf/Cory Melious (POP Sound/Sound Lounge)
Describe the campaign/entry:
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed an integrated campaign that reflected their unique brand of storytelling, spoke to fans and nonfans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.
Our solution was a multiplatform campaign themed, 'It’s more than you imagined.' Each piece of the campaign worked individually, delivering 'It’s more than you imagined' in a compelling way.
Simultaneously, all the campaign pieces worked in concert with the others, serving as a part of a larger narrative, which could be experienced on the campaign website. When the content (Web, TV, OOH) was viewed in this second context, they were seen differently, presenting them as part of a larger story, and changing people’s understanding of the story as they watched more and more content.
Give some idea of how successful this campaign/entry was with both client and consumer:
The multimedia push created much buzz and excitement. The 14-foot cube appeared in three major cities. Thousands of people turned out for all three Cube events. The events were well attended and drove hundreds of thousands of unique visitors to the campaign website – with 70% of users recommending it to friends. Subscriber and nonsubscriber impressions of HBO as 'innovator' rose over 30 percent, and The New York Times said that the Imagine campaign set a new bar in interactive fiction.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The campaign included television commercials, Web films, expandable video banner ads, direct response pieces, and a first-of-its-kind four-sided outdoor film event. Each element delivered the 'It’s more than you imagined' message on its own, and directed consumers to the campaign’s interactive website experience, where the aforementioned content was presented in a new way, as interconnected scenes from a larger narrative story. In this way, the campaign elements became 'It’s more than you imagined' once again. This campaign worked in innovative ways to deliver the message, and whether people watched a single spot, or uncovered the entire web of content, they realised that with HBO there’s always 'more than you imagined.'