Cannes Lions

EUPHORIA LIVE | LABRINTH x MINI-MART PERFORMANCE | HBO

HBO CREATIVE SERVICES, New York / HBO / 2021

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Overview

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Credits

Overview

Background

Background:

Euphoria is an American drama television series created and written by Sam Levinson which premiered June 16, 2019 on HBO. The American drama television series follows a group of high school students as they navigate love and friendships in a world of drugs, sex, trauma, and social media. Euphoria exploded onto screens with a stunningly original first season receiving stellar reviews from critics, with praise for its cinematography, story, and Emmy nominated score by Labrinth (the stage name of the London-based musician Timothy Lee McKenzie).

Brief:

Celebrate Emmy-nominated, series composer Labrinth by creating a virtual live set where he will perform songs from Euphoria for the very first time.

Goals:

Unite Euphoria’s tight-knit community.

At a time where connection seems impossible, bring people together through an all-out virtual celebration.

Foster meaningful connections and conversations with audiences in an organic way.

Idea

To celebrate Labrinth’s Emmy nod for Euphoria’s “Outstanding Music Composition”, HBO created a space for the musical genius to revisit the series’ anthemic score and create an immersive performance inspired by the series iconic visuals and recurring convenience store setting.

The experience was brought to life through type driven and textural neon vignettes, and clips from Season 1’s most memorable scenes. Using the story’s mini-mart location as inspiration, we designed neon graphics, typography, and textures to meld with the best moments from season 1 in a collage of captivating visuals.

The animated graphics weren’t just a backdrop for Labrinth’s set— but rather a harmonized and mesmerizing visual expression of the music. Slightly desaturated footage and a familiar color palette delivered an overall aesthetic that exported viewers into a familiar yet surreal environment staying true to the unique visual ID of the series.

Strategy

This was an opportunity to give fans something special. Labrinth, who would perform the songs from Euphoria for the very first time by going live on YouTube Premieres reigniting Euphoric fandom through a collage of season 1’s best moments and captivating neon visuals serving as a backdrop to Labrinth’s inspired performance.

Execution

To announce the event, HBO took to social with a mix of Mini Mart neon graphics and vignettes to tease the performance and drive fans to tune in to the can’t-miss event. Social assets were distributed across Labrinth and Euphoria HBO’s social channels.

A slew of devoted Labrinth and Euphoria fans eagerly awaited the performance and generated Twitter buzz sharing their best Euphoria-inspired looks in preparation for the big event. The EUPHORIA LIVE | LABRINTH x MINI-MART PERFORMANCE went live on YouTube Premieres elevating the “live from home” brand experience model.

As soon as the performance aired, the Live Chat accompanying the stream never slowed down, with diehard fans chanting for more, even after Labrinth sang his last note and the visuals faded to black.

Outcome

A slew of devoted Labrinth and Euphoria fans eagerly awaited the performance and generated Twitter buzz sharing their best Euphoria-inspired looks in preparation for the big event. The EUPHORIA LIVE | LABRINTH x MINI-MART PERFORMANCE went live on YouTube Premieres elevating the “live from home” brand experience model.

As soon as the performance aired, the Live Chat accompanying the stream never slowed down, with diehard fans chanting for more, even after Labrinth sang his last note and the visuals faded to black.

Over 20,000 viewers tuned into the live virtual experience and more than 8.5 million watched later racking up over 320,000 total engagements and over 87 million impressions.

With this fresh new take on the at-home concert experience, we reignited Euphoric fandom with a surreal debut performance unlike any other.

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