To launch HLN’s new five-part series, Inside With Chris Cuomo, CNN Creative Marketing has turned to long-time collaborator 2C Creative for an extensive, 360-degree promo campaign.
The campaign echoes the show’s premise: that some of the biggest challenges facing society are hiding in plain sight, often right beneath our noses. Inside with Chris Cuomo shines a light on the shocking and sometimes heart-breaking stories affecting real people, in real towns and cities across America.
“For us, it was important to collaborate with a team we knew we could rely on in terms of creativity, quality and speed, and 2C brought that to the table,” said Dan Brown, senior director, production/creative director for CNN Creative Marketing. “HLN Original Series is a relatively new franchise within the network, helping to broaden HLN's definition of news and information about the stories that hit home in America. Inside With Chris Cuomo was another important step in further defining HLN Original Series, and we were looking for work that would be both visually compelling and appropriate for the subject matter.”
The collaborative effort began with a review of several internal CNN pitches, to which 2C added and augmented. The winning concept, an idea contributed by the creative agency, involved using a ‘flicker’ technique, an A/B editorial approach to contrasting the pristine and idealistic with the darker and more desperate, all in the same place and with each flicker effect revealing another hidden hardship.
“We are thrilled to have the opportunity to collaborate with the CNN Creative Marketing team on high-profile projects like this,” said 2C creative director Ben Frank. “It’s even more gratifying when doing our job helps tell an important story about the societal ills hiding in plain sight.”