Radio and Audio > Innovation in Radio & Audio

WESTWORLD: THE MAZE

360I, New York / HBO / 2019

Awards:

Grand Prix Cannes Lions
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Supporting Content
MP3 Original Language
Demo Film

Overview

Credits

Overview

Write a short summary of what happens in the radio or audio execution or campaign.

In order to get fans to talk about Westworld even when it wasn't on air, we gave them a chance to explore the park using only their voices.

Available on Amazon Alexa-enabled devices, Westworld: The Maze brings the show's layered story mapping to the voice platform, where users are led on a quest for consciousness in an immersive game that allows fans to navigate the show's world right from their couches. Users play as an unnamed Westworld host, and are guided through "choose-your-own-adventure" style gameplay with questions about the Westworld universe.

Cultural/Context information for the jury

To build excitement and buzz around Westworld's Season 2 finale among the show’s most devoted fans, HBO extended the show’s "world," bringing it to life for fans to explore, much like the characters they follow each week.

Westworld tells the story of a Western-themed amusement park inhabited by lifelike robot "hosts." People in the story come from far and wide - and pay top dollar - to experience a world where every human appetite can be indulged.

As the second season came to a close, and the hosts become self-aware, the adventures within the park take a darker turn. It was this pivotal show trajectory that we sought to amplify.

Script. Provide the full radio advert script in English.

Alexa, open Westworld.

BG: Piano playing, chatter and conversation, drinks pouring.

MX:“Sweetwater” from Westworld Soundtrack to welcome

Clementine: You’re new...not much of a rind on you.

ROSE: Not that one Clem, they’re here for...something else.

ROSE: You must be here to play the game.

TRAVELER: You can always add a little fun to something. Like this.

SFX: Gunshot

PRISONER: Quickly, you gotta hide before they get here.

Dx/SFX: Men yelling in the distance. Carriage and horse still approaching but pace quickening.

SFX: The sound of shooting arrows in the distance.

COWBOY: Shit, GHOST NATION! IT’S AN AMBUSH! Yah! Yah!

Cassidy: Are you hustlin’ us, son?!

BART: You tryin’ to pull one over on us, ain’t ya? You think you can hustle us?

CONFEDERADO, from afar: Soon this will all feel like distant dream

BARTENDER: Get down! Vamos, vamos!

MAN: We love havin’ us company.

SUE ELLEN: Don’t happen often enough.

MAN: Well that’s cause not many people brave enough to venture all the way up in these hills.

FORTUNE TELLER: Welcome to Pariah

SHERIFF: (sound fades in) -- well what do you have to say for yourself?

GLITCHING HOST: Maybe this world isn’t as grand as it seems.

BERNARD: …I think…you might be there.

ROSE: Well, then I suppose this game wasn’t meant for you.

Explain how the work innovatively used the radio/audio medium.

The skill spans 11,000 lines of script with over 60 storylines and 400 potential choices. We leveraged the series' full sound library for maximum authenticity, production quality, and interactive storytelling - creating a premium experience not replicated in other Voice skills on the market. Within the game's detailed sound design, anything could be a clue. Fans encounter and interact with the voice talents of 36 different actors, including beloved characters Bernard/Arnold (Jeffrey Wright) and Clementine (Angela Sarafyan).

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