Cannes Lions
HBO, New York / HBO / 2022
Overview
Entries
Credits
Background
The main goal of HBO’s Asian Pacific American Visionaries campaign was to continue developing the platform’s audience of APA storytellers and driving awareness and engagement of the annual APA Visionaries Short Film Competition. An additional goal was to enhance perception of the Visionaries Short Film Competition as a premiere program for filmmakers, and create touchpoints with subgroups that may be underrepresented in previous targeting such as Southeast Asians, South Asians, Pacific Islanders, millennials, and Gen Z. We also wanted to fortify an alumni/community network of our winning Visionaries and provide them industry visibility and opportunities.
Idea
In celebration of HBO’s annual APA Visionaries short-film competition, HBO’s Multicultural Marketing created a multi-city event series that celebrated the finalists and overarching Asian American Pacific Islander community. The multi-tactic campaign would need to speak directly to target audiences and encourage Asian Pacific American filmmakers to tell their stories and submit to the competition.
First, HBO hosted the official afterparty following the premiere screenings of the winning short-films at the Los Angeles Asian Pacific Film Festival hosted by our partner, Visual Communications. Building off the momentum of the LA event, HBO followed up with a celebratory screening event in New York City for the very first time.
Strategy
HBO continually makes milestones in promoting greater diversity in the entertainment industry, both in front of and behind the camera. One such effort in this initiative is the Asian Pacific American Visionaries Short Film Competition, which seeks to identify, highlight, and support emerging APA filmmakers. The APAV competition aims to fortify this goal by giving a platform to diverse stories and building support around their storytellers. The target audience focuses on the Asian Pacific American community, ranging from 18-54 years old, with a special interest in film and production.
For the HBO APAV 2021 campaign, HBO continued to build upon the platform created to build an audience and provide a voice for filmmakers in the APA community. The campaign put the spotlight on past, present and future APA filmmakers, thus building support around furthering representation.
Execution
In September, HBO kicked off the APAV event series at renowned LA restaurant majordomo by chef David Chang. The memorable evening was filled with delicious Asian food/drinks and attended by notable celebrity guests and emerging filmmakers in the local AAPI community.
Upon entry to the event, the guests’ attention was immediately grabbed by a cinematic display of the winning films’ posters along with DJ Amrit providing the live soundtrack and a performance by Korean-American pop-star Eric Nam.
Following the LA-Based event, HBO continued the event series in Williamsburg, Brooklyn, where we transformed a rooftop space into a night market experience inspired by different countries in Asia. After the screening of the winning short films, guests enjoyed food from four different local AAPI-owned restaurants and snatched up various curated snacks and beverages from the Visionary Market. The evening’s celebrations closed out with performances by Anik Khan and Audrey Nuna.
Outcome
In total, over 450 guests attended the Los Angeles and NYC Asian Pacific American Visionaries events. With over 23 different Asian or AAPI-owned brands present at the event, the series attracted notable guests like Eric Nam, Jamie Chung, Daniel Dae Kim, Jimmy O. Yang, Steph Shepard Suganami, Dante Basco, AJ Rafael, Dumbfoundead, Andrew Fung, David Fung, Charlotte Cho, Andy To, Leo Chan and more. The events garnered over 440+ organic social media posts that resulted in 19MM social media impressions and 325K social engagements to date!
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