The brief that HBO sent out for the launch of its second series of vampire show True Blood was simple but deadly: ‘create buzz’. It is surprising, then, to discover that Chicago-based agency Digital Kitchen’s solution was to use one of the oldest, and arguably least ‘buzzy’ mediums of advertising: the poster. While still central to many ad campaigns, the poster or billboard seems rather staid in these digital, interactive times, with innovation in the medium thin on the ground. Yet this is just what Digital Kitchen achieved.
The campaign drew on the central tenet of True Blood, which is that vampires live among us and are part of reality. For the launch of the first series, New York ad agency Campfire had created ...