Cinemax: The Knick

 Role: Copywriter Agency: Campfire

HBO, has long been thought of as the gold standard for premium and quality television. Our challenge was to communicate to reviewers and entertainment influencers that sister network Cinemax was playing in the big leagues now too. So, to promote Steven Soderbergh’s new Cinemax show "The Knick", we sent influencers back to 1901 with detailed surgeon boxes filled with easter eggs and engaging details about the show.

The historically accurate boxes included: a syringe USB drive with premium content, graphic surgical slides, a bar of soap that turned water into blood, a DVD with the show's pilot, and plenty more.

Awards:

2015 Gold Clio Award, Key Art
2015 One Show Merit Award

Fun Fact: we didn’t use any words in this campaign that weren’t used in the year 1901.