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Industry TV Channels/Radio Stations and Programmes, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency BBDO New York
Art Director Brandon Mugar
Copywriter Adam Reeves
Released September 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: HBO
Product/Service: HBO
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Executive Creative Directors: Greg Hahn / Mike Smith (BBDO New York)
Design Director: Craig Duffney (Designworks at BBDO)
Art Director: Brandon Mugar (BBDO New York)
Copywriter: Adam Reeves (BBDO New York)
Designer / Typographer: David Diliberto (Designworks at BBDO)
Director Of Integrated Production: Brian Dilorenzo (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Director Of Creative Engineering / Production: Jd Michaels (BBDO New York)
Account Team: Tara Deveaux / Courtney Lord / Markia Mills (BBDO New York)
Media placement: Logo - Collateral Materials - 17 September 2009
Media placement: Pop-Up Flyers - Street Teams - 17 September 2009
Media placement: Direct Mail Invitation - Mail - 17 September 2009
Media placement: Promotional Handouts - Street Teams - 17 September 2009

Describe the challenges and key objectives
The challenges of this design were to create an identity that worked in the campaign—across many different media—while communicating the creativity and elegance of the HBO brand.

Describe the brief from the client
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed a multimedia integrated campaign (including direct-response promotional collateral) 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.

Describe how you arrived at the final design
We created a multimedia campaign themed “It’s more than you imagined”. The campaign launched with “the Cube”, a first-of-its-kind outdoor film event that delivered a unique story through multiple perspectives. We designed and produced the campaign identity, and graphic language for the campaign, including pop-up cube collateral, mini-bear handouts, light-up cubes placed at nearby bars, and an exclusive Bear Box invitation to the live event (resembling teddy bears used to deliver stolen goods in the branded content). We also used the titles from all the films and Web experiences, creating a unified look throughout.

Give some indication of how successful the outcome was in the market
The collateral pieces, logo design, and posters helped create a lot of buzz. 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 non-subscriber 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, all while being ownably HBO.