Best Tv Online Campaign

A&E’s new drama, The Returned, focuses on a small town that is turned upside down when several local people, long presumed dead, suddenly reappear bringing with them both positive and detrimental consequences. Foreshadowing the damaging things to come, dark black water begins to appear in different places in the town. We looked to bring the interesting black water visual into our marketing materials.

With a heavy digital presence, we went out of our comfort zone of using standard video to catch the eye, and used high-end technology to create units that filled with black water, a key plot in the show. Once catching the users attention with our high impact graphic, intriguing clip spots ran across our digital campaign.

For our digital units, using a combination of Cinema 4D, Adobe After Effects, and the beta version of the fluid simulation on X-Particles, we custom designed every banner to fit uniquely onto each website, changing format to suit all sizes. For our creative, black water appears ominously across the banner as our tagline floats to the top, “Death Is Not The End.” The units resolve to our logo and key art, featuring tune-in information and a video teaser for the show.

The Returned premiere ranked as the #2 and #3 best cable drama debuts this year among A18-49 and A25-54 as of premiere night. MSN, IMDb and YouTube alone pulled in a total of 504,393 conversions.

Contributors:

A&E

Location: USA