Effort: HBO Family Kid Flicks Studio Tour.
Agency: Oasis Productions, Seattle.
Twist: HBO Family dispatched a 34-foot mobile film studio to build awareness of "30 by 30: Kid Flicks," a cable program showcasing films made by young people. The mobile studio allows kids to experiment with shooting and editing their own films using laptop computers on board. Local cable affiliates are teaming with HBO to target kids through schools and community organizations.
Vital statistics: The Kid Flicks tour will visit 13 cities through Aug. 31, spending a week in each market. HBO also is using the tour to promote hbo4kids.com, where young people can learn about and express their skills in home filmmaking. The tour coincides with the HBO Kid Flicks Online Film Festival, a 12-month-long showcase of the best and most innovative kids films presented on the channel's Web site. The films are chosen by vote of site visitors. Winning films will be telecast on the cable network next year.