HBO DM THE RELIEF by Propaganda

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Romania
Agency Propaganda
Creative Director Bogdan Moraru
Art Director Paula Rusu
Copywriter Ana Necula
Strategic Planner Diana Caracota
Released November 2012

Credits & Description

Advertiser: HBO ROMANIA
Category: Ambient Media: large scale
Strategic Co-Directors: Corina Iovan (Propaganda)
Head Of Copy: Dan Stanescu (Propaganda)
Copywriter: Ana Necula (Propaganda)
BTL Director: Anca Moraru (Propaganda)
Marketing Coordinator: Magda Lisca (HBO Romania)
Strategic Planner: Diana Caracota (Propaganda)
BTL Director: Marian Enache (Propaganda)
Production: Eduard Matei (Propaganda)
Art Director: Paula Rusu (Propaganda)
Creative Director: Bogdan Moraru (Propaganda)
PR/Marketing Manager: Irina Catanchin (HBO Romania)
PR Coordinator: Ofelia Nastase (HBO Romania)
Strategic Co-Directors: Sonia Panait (Propaganda)
DTP: Marian Matei (Propaganda)
Production: Marius Neacsu (Propaganda)
Account Manager: Miriam Ivanescu (Propaganda)

The Relief was showcased for 30 days in the University Square pedestrian tunnel, were it was seen by approximately 20.000 people a day. It also got mentioned on more than a dozen blogs and websites, including advertising community websites such as,,,, etc. It also got numerous Facebook Shares and Like. A lot of the passers-by took pictures of themselves in front of it and posted them on their Facebook walls.

We recreated the title of the series in 1.75 meter-high white polystrene volumetric letters and carved 20 'problems' into the actual bodies of the letters.The sculptures were white on white so from a distance you could only read the words, but when you got closer you could actually see the issues depicted in the show, carved out onto the letters.

The series was in fact quite dramatic. All the audience would have to do to realize it, was to pay closer attention to what was not being said and the little things would give away the intensity of human drama.The sculptures were crafted manually and showcased actual topics what were in fact later to be found in the actual episodes:,, conflict'', ''loneliness'' or ,,low self esteem'' are real issues that most ordinary people can relate to.

Client Brief Or Objective
'In deriva' ( translated as Drifting Away) is an original series revolving around a psychologist's therapy sessions and relationships with his patients. The show takes place in the main character's psychologist office. That's why we needed to disabuse the more sceptical viewers of the idea that it's 'too static' and 'lacks action' because 'all people do in it is talk'.