To show how unique HBO experiences are, we showed just how awful, embarrassing and awkward it would be if someone tried to make and give their own version. Playing on the familiar notion of homespun holiday gifts, we showed what would happen if people tried to give their loved ones severely misguided homemade re-creations of their favorite HBO shows.

The campaign launched with 2 TV spots, followed by a digital short released exclusively on Funny or Die.

Additionally, with page takeovers, we invited users to a first-of-its-kind digital experience at makeyourownHBO.com, where people could use their hands to control HBO sock puppets and create their own performances—performances that could not quite live up to the real thing. In the end, all the components of the campaign drive right back to the one-of-a-kind nature of HBO programming at the campaign line: This holiday, leave the HBO to us.

The work launched with immediate buzz and was spread across the blogosphere by fans of HBO programming. The augmented-reality experience garnered thousands of homemade "performances," and the films earned over one million views online. Most important, DVD sales surpassed client expectations for the 2010 holiday season.