HBO Launches New Brand Positioning In LatAM.
June 18, 2005
The new strategy is centered in the concept “Si no fuera por HBO, no escaparíamos de la rutina” (If it weren’t for HBO, we would not escape from routine). The communication reinforces that blockbuster movies and original series from HBO® motivate people to look at their daily lives with a different perspective. The campaign presents a series of individuals that are having a bad day (a visit from auditors, a difficult legal case, a traffic ticket). When the protagonists think of HBO®, they find their interior hero and overcome the situation positively from within. Another distinctive creative element of the campaign is its music. The legendary song “Heroes”” from David Bowie (1971) was used for this launch. The song describes how every person has a hero inside, who reflects the aspirations of what we all want to be.
The idea was created by The Lab and HBO. “The development process reflected the way we like to work with our clients. We sat at the same table, rolled up our sleeves and worked very closely together in the strategic and creative phases. HBO is a very creative company and they are always raising the bar in every new project. We liked the challenge.” – explains Hector Prado, founder and creative director of The Lab. In fact, HBO interviewed several agencies before selecting The Lab, based in Miami. According to the client, the selection was made because The Lab excels in creativity at the intersection of advertising and entertainment.
To execute the project, The Lab took great attention on assembling the best production team to maintain the highest production values which are a trait of HBO. The team consisted of Trebejos Films, the independent producer Mary Pepper and the renowned director Marcelo Szechtman. The TV campaign consisted of 5 spots shot in Buenos Aires.
The launch of this branding campaign is only the beginning of a new communication strategy between HBO and its viewers. The new creative concept will take new life in traditional and non-traditional efforts in 2005 and beyond.
