Small Agency Digital Campaign of the Year, Gold: SS&K
"True Blood" characters Bill and Sookie have hot vampire sex; "Game of Thrones'" Lannister twins Cersei and Jaime get incestuous; neither are exactly scenes you'd enjoy while sitting on the couch with Mom and Dad, but that was the point in SS&K's "Awkward Family Viewing" campaign for HBO Go. The hilarious ad series promoted the brand's online streaming platform to millennials by showing how it could save them from cringe-worthy moments with parents.
"We wanted a younger audience to realize why HBO Go is useful beyond the incredible library of programming it contains, so emotionally, the reason became HBO Go lets you avoid watching HBO with your parents," SS&K Chief Creative Officer Bobby Hershfield told Creativity last year. The fact that the films ran online, unrestricted by a 30- or 60-second framework, helped the spot-on casting and performances shine. "It was really like making little films with a bunch of crazy, smart, talented people," said the campaign's director, David Shane of O Positive.