Small Agency Conference and Awards

Small Agency Campaign of the Year, B-to-B, Silver: 'The Wolf,' Giant Spoon

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What It Is: Printers can be dangerous if they're hacked. That was the idea behind HP's branded content b-to-b campaign "The Wolf," a yearlong online series created out of Giant Spoon. It starred Christian Slater as a cyber-baddie who wreaks havoc on businesses through their printers to showcase what the marketer says are its super-secure machines.

Why It Won: Giant Spoon and HP delivered Hollywood-worthy entertainment for the b-to-b sector, a category not typically known for standout creativity. On top of that, the work got impressive results. According to the agency, the film received over 12.5 million YouTube views in the first two months, with 118 million earned PR placements worldwide. And the work continues. Slater reprised his role, more evil than ever, in a follow-up campaign that debuted in June.

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