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ANDY Awards

Creative Award
New York, United States
HBO - "HBO Voyeur" by ANDY Awards 2008

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TitleHBO Voyeur
Agency
Campaign HBO Voyeur - Home Box Office
Advertiser Home Box Office, Inc.
Brand HBO
PostedApril 2008
Product hbovoyeur.com
Business Sector TV/Radio Programs & Stations
Philosophy HBO used the trifecta of an outdoor event, web film, and interactive website to display their capabilities in the art of storytelling. Last summer in Manhattan a giant life-size movie was projected onto the side of an apartment building. It appeared to show what was happening inside the individual apartments, with individual inhabitants going on with their domestic activities. Passersby could seemingly peek into the lives of the city dwellers. A website was also launched with a dedicated blog and a unique web film titled "The Watcher" to add suspense and increase interaction and audience engagement. HBO's effort earned mention in New York Magazine as "brilliant" and "highbrow". One million unique viewers saw the online content in the first three weeks with fully half of HBO's On Demand viewers watching it within the first week. Original music was composed to fit each story.
Media Type Case Study
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AI Description The HBO Voyeur ad captures viewers with its innovative portrayal of storylines set within the cityscape of New York. Projected onto a building's facade, the video unfolds multiple stories visible through apartment windows, simulating a voyeuristic glimpse into the lives of city dwellers. This creative use of high-definition projectors effectively removes the building's side, allowing passersby to explore eight different apartments. The narratives range from ordinary to dramatic, including themes of life, death, redemption, and murder. The campaign is expanded online through a dedicated website 'hbovoyeur.com', where users can further interact with the characters and storylines via an interactive interface using Flash 9 technology. The viewers at the event were given invitations containing hidden clues linking the stories, enhancing engagement. The audio track features original compositions by notable musicians, complementing the vivid storytelling across both live and digital platforms. HBO reinforces its reputation as a storyteller, illustrating its prowess in the narrative beyond conventional television programming.
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