HBO Promo THE LEAVES by Propaganda

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Romania
Agency Propaganda
Creative Director Bogdan Moraru
Art Director Gelu Florea, Paula Rusu
Copywriter Ana Necula
Producer Eduard Matei, Marius Neacsu
Strategic Planner Diana Caracota
Released November 2012

Credits & Description

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

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's office. That's why we needed to disabuse the more skeptical viewers of the idea that it's ,,too static'' and ,,lacks action'' because ,, all people do in it is talk''.

The leaves drifted around the city and reached on overall estimate of 25.000 people. Some ended up on car windshields in Bucharest as well as in a few other major cities, others were dropped by a low-flying helicopter above Piata Romana and Universitate, two of the capital's most crowded areas( where we also had them ,, raining'' down on people from balconies and windows). 5000 of them were inserted among the pages of a popular magazine, while many others were sent to journalists, parteners and Kols, reaching an overall estimate of 25.000 people.

Our leaves were even swept away onto the Internet, where we found they had landed on 13 blogs and websites, including advertising community websites such as,,,, etc. Six days into being posted on Youtube, the ,, Leaves in Piata Romana'' footage had already gathered almost 2000 views and numerous Facebook shares.

We printed info about the show on 100.000 leaves and spread them around town. The show premiered on November 5th-right in mid autumn. So we printed out 100.000 rusty leaves with the show title ,, In Deriva''+ the original air dates+the Hbo logo on one side, and the main character's face on the other. We ,, sprinkled'' them around town, showing people that they need to pay more attention to details: leaves that can occasionally turn into extraordinary leaves.