Cannes Lions

LACKAWANNA BLUES TV MOVIE

OMD WORLDWIDE, New York / HBO / 2006

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Overview

Entries

Credits

Overview

Execution

We partnered with the largest community-driven church magazine to co-sponsor events. In the spirit of togetherness, we screened film and then held discussions at local restaurants for church congregations.

Not simply a place to get a haircut, barbershops and beauty salons are a place to gather and share town gossip and politics. Salon owners received custom magazine covers and free “Lackawanna Blues” memorabilia to share with customers.

Outcome

“Lackawanna Blues” was the most watched original movie for the HBO network in 2005.

Amongst our target, outperformed previous HBO movies by 56%.220% more African-Americans tuned-in versus all of HBO’s other programming.

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