HBO Romania approached us to design an unconventional communications campaign to launch and promote their new original series, Tuff Money. Set in a nondescript Romanian town, the characters in Tuff Money grapple with themes of morality and corruption.
This led us to ask: how do you get an audience to confront its own sense of morality through a communications campaign?
Watch the presentation video for a complete overview of the campaign.
The Morality Stoplight website was the place for taking the morality test, see the results of the national survey or get info into the new HBO series.
A special section would recommend other HBO shows based on your moral profile.
Infographics designed to present the results of the national survey on morality.
Insta stories teaser.
The Morality Stoplight campaign has been a collaborative effort between agency main strategy & creative lead, and a bunch of partners that helped us make it happen: Exact Business Solutions, research design and implementation; Nexio Web, website & interaction devs; Interrobang Studio, information design; Mediacom, media agency.
The campaign generated much buzz and attention, amounting to over 17 mil impressions, 21k clicks & ~2.5 mil reach. 13,500 people answered the Morality Stoplight survey and ~3,000 shared their results in Social Media. Overall, the Morality Stoplight campaign had a 5.5% engagement rate which puts it in Top 5 best HBO campaigns in Romania.
The campaign won a Gold Effie at the Effie Festival in 2021.
This work was in a collaborative project with Glitch.
