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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: Ambient Promotion: Large Scale
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)
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 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 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 – connecting the films - creating different plots and scenes, to connect the Cube films. And lastly, it developed into the digital realm – where the Cube could be manipulated and experienced in a whole new way.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 Cube campaign set a new bar in interactive fiction.
Explain why the method of promotion was most relevant to the product or service
The 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 perspective of the film’s characters and plot. Two distinct films, “Art Heist” and “The Affair,” were specifically choreographed and created for the Cube and were revealed to be connected parts of a larger narrative experience on the campaign website. The Cube and the integrated campaign embody the “It’s more than you imagined” message, allowing fans and non-fans to engage, and stand as a testament to HBO’s commitment to innovative storytelling.