CUBE FILM INSTALLATION, 1 by BBDO New York for HBO

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CUBE FILM INSTALLATION, 1

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
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: Best Use of other Digital Media in a Promotional Campaign
Advertiser: HBO
Product/Service: HBO
Agency: BBDO NEW YORK
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://submissions.bbdo.com/2010/hbo-imagine/
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: (BBDO New York)
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 objective of the promotion.
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.
Describe how the promotion developed from concept to implementation
The Cube started as an idea – literally something that has never been done before. We worked tirelessly with production partners to create the medium itself (and a second time when we created the digital Cube for banners and microsites). We wrote for months, trying to find stories that worked from four sides, and that we could pull off in a convincing way. The project also grew as an online experience – films and clips connecting the Cube films – created different plots and scenes to connect the Cube films.
Describe the success of the promotion with both client and consumer including some quantifiable results
The integrated campaign, centered on the website, and including digital versions of the Cube, created a tremendous amount of buzz and excitement. The 14-foot Cube played two distinct films and appeared in three major cities. Thousands of people turned out for all three Cube events, which 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 Cube campaign set a new bar in interactive fiction.
Explain why the method of promotion was most relevant to the product or service
HBO Cube is a first-of-its-kind outdoor film event, embodying HBO’s DNA of innovative storytelling. The Cube shows four sides of a story simultaneously – each side providing a different view of the film’s characters and plot. Only by watching all sides do viewers see the truth. Two distinct films were specifically choreographed for the Cube. The films stood on their own as an innovative cinematic experience; yet when viewers continued the experience online, the films were revealed to be connected parts of a larger narrative experience. In this way, the Cube installations perfectly embodied both the brand and the message.