The finalists for PromaxBDA’s North America Awards 2016 are out, representing some of the best work in television and film promotions.
At Brave Dog, we’re extremely proud to have worked with a huge number of talented people to help get their work in front of Promax’s judges this year. There are too many great entries to count, but we wanted to take some time to point out just a few of our favorite pieces of work from this year’s competition. We’ll have more on the Brave Dog Twitter account at@bravedogLA as well!
Amy Schumer’s “Trainwreck”/”UnReal” Promo—Lifetime
Amy Schumer teamed up with Lifetime to promote “UnReal,” a drama about the people responsible for creating a reality TV show, as well as her movie “Trainwreck.” The spot features some great humor on Schumer’s part as she talks about the things she loves about “UnReal,” giving fans a quick sense of the film as well as a great reason to tune in to the show. The spot is a finalist in the “Funniest Promo” category for “Television — Video Presentation.”
“Vinyl” On-Air Campaign—HBO
HBO’s newest show takes viewers back to 1970s New York, at an incredible time for music: the intersection of rock, disco, hip-hop, and punk. The show is created by Mick Jagger & Martin Scorsese & Rich Cohen and Terence Winter, and HBO’s entire campaign for the first season of “Vinyl” oozes cool—as well as some intense drama. The campaign is a finalist in the “Program Promotional Campaign — Out-of-House” category.
“American Pickers” 8-Bit Promo—History
History’s reality show “American Pickers” is all about the adventures of Mike Wolfe and Frank Fritz, antiques collectors who scavenge the country for the best, most profitable and most interesting finds they can uncover. History creatively promoted the show with an “8-bit” trailer that harkens back to old-school video games, adding a new and fun spin to the series. The promo is a finalist in the “Sound Design” category.
“Seinfeld”: The Apartment Fan Experience—Hulu
When Hulu picked up every episode of “Seinfeld” for its streaming service, it needed a way to let fans know exactly where they could see one of the best TV comedies ever made. To do that, Hulu replicated Jerry Seinfeld’s apartment from the show in exacting detail, and then opened it up for fans to visit in New York and Los Angeles. The awesome experiential activation is detailed in coverage from Adweek, and is a finalist in the “Best Experiential or Stunt Promotion for a Consumer Event” category.
“Vikings” Geico Spot—History
Geico teamed with History for a series of spots promoting “Vikings,” History’s intense and violent period drama. Taking a humorous tack, it tells a story of a family who wind up on a “Vikings” vacation after some last-minute travel booking mishaps. It’s a finalist in the “On-Air Consumer Tie-in/Brand Integrated Spot” category.
SDCC “Childhood’s End” Takeover – #ThankYouKarellen—Syfy
At San Diego International Comic-Con 2015, Syfy launched a stunt that was perfectly in-line with the themes of “Childhood’s End,” a TV miniseries event about the arrival of aliens to Earth. Rather than invading, the benevolent-seeming overlord aliens give gifts of technology and prosperity to humanity — or do they? At Comic-Con, Syfy sent out a group of white-clad devout believers in the alien overlord “Karellen,” giving fans a strange and surreal experience that was perfect for promoting the show. CNET also covered the activation, which is a finalist for “Best Experiential or Stunt Promotion for a Consumer Event.”
“Hindsight” Caboodle Giveaway—VH1
In VH1’s “Hindsight,” protagonist Becca leaves her fiance at the altar and winds up traveling back in time to the 1990s for a do-over on her life. To get influencers and journalists into the time traveling spirit, VH1 created the most ’90s premium giveaway item ever: a caboodle case stuffed with era-appropriate goodies like “Beavis and Butthead” DVDs, Bubble Tape bubble gum, Scrunchies, and more. The super-cool 1990s nostalgia kit is a finalist in the “Promotional/Premium/Speciality Items” category.
There are plenty of more awesome pieces of work among this year’s Promax finalists. We’ll continue to share as many of our favorites as we can. Check out the full list of finalists here; winners will be announced on June 16 at PromaxBDA: The Conference. And if you’ve got an award-worthy campaign you need help placing, call Brave Dog—we can help. Keep being creative!