After three less than eventful days here in Cannes, I have now have found new inspiration in the runaway success of the HBO Voyeur multi-media initiative, produced by BBDO in North America. This campaign is on a Cannes Lions roll, sweeping awards across a variety of platforms. HBO "Voyeur," has taken home a gold Lion in Design for its outdoor projection to go with its Grand Prix in Promo, Outdoor, gold in Cyber and bronze in Media. What its really showing us all here is that breakthrough advertising is no longer about the 30 second ad. HBO Voyeur is a new advertising form. It’s a completely cross over campaign working on multi-media platforms. It was launched as a five-minute film which was projected on the side of a building in lower Manhattan (a kind of building size peep show) depicting the lives of people in eight apartments. It was as if the side of the building had been peeled away to show each apartment. Because HBO is all about storytelling, the company wanted to create an HBO story people could watch outside their living rooms. Showing the film on the wall was just the beginning. HBO and BBDO went onto expand it to include various platforms. Viewers could go online and get deeper story lines on the apartments' inhabitants. Other plots were available for viewers accessing the promo via HBO On Demand or mobile phones. What started as an unconventional online advertising campaign is now a cultural icon and I reckon the most spoken about campaign at Cannes this year so far.
No comments:
Post a Comment