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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United States
Agency BBDO New York
Director Noam Murro
Art Director Brandon Mugar
Copywriter Adam Reeves
Editor David Henegar
Released September 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: 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)
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)
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)
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: (Sound Lounge)
Mixer: Cory Melious (Sound Lounge)
Telecine/Online/Conform: (The Syndicate)
Telecine Artists: Marshall Plante/Beau Leon (The Syndicate)
Media placement: Interactive Installation - New York, Philadelphia, Washington D.C. - 17 September 2009
Media placement: OOH Films - New York, Philadelphia, Washington D.C. - 17 September 2009

Describe the brief/objective of the direct campaign.
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed outdoor advertising that reflected their unique brand of storytelling, spoke to fans and non-fans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand. The strategy of the campaign was to walk the walk, and demonstrate our brand of creative storytelling in an exciting compelling way.

Explain why the creative execution was relevant to the product or service.
The Cube shows four sides of a story simultaneously—each providing a different perspective of the film’s characters and plot. Only by watching all sides do viewers see the truth of what really happened. Two distinct films were played, “Art Heist” and “The Affair,” each specifically choreographed and created for the Cube. Both films stood on their own as embodiments of the brand, but were also later revealed to be part of a large narrative experience on the campaign website. The Cube demonstrated HBO’s commitment to creative storytelling, creating tremendous buzz, attendance of thousands to the events, and laudatory press coverage.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was the HBO Cube, a first-of-its-kind outdoor film event, embodying HBO's DNA of innovative storytelling.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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. The brand-name recognition and the attitudes surrounding the brand went up, and the campaign created a long-standing connection with fans of the brand and created relationships with new fans as well.