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The Knick Surgeon’s Box / Cinemax

Submitted By Liz Branger

Description

To build anticipation for Cinemax’s The Knick - a period drama set in a New York Hospital - we created an authentic Surgeon’s Box.

Each box was personalized with gold initials and delivered with a hand-signed letter from Dr. Thackery, welcoming them to The Knickerbocker as it’s new Assistant Surgeon.

Inside were quack cures, microscopic images on slides, surgical scrub blood soap, hypodermic USB stick, antique surgical clamps and a fold out poster by award-winning illustrator Gerhard.

The box was designed to be an exploratory story, conveying both the narrative setting and authentic detail of the show, as well as create a quality discourse associated with the Cinemax brand.

200 boxes were delivered to influencers, fan community leaders, historians, celebrities, and bloggers resulting in online buzz ahead of the premier by way of social sharing, unboxing videos and photos, in-depth coverage and show reviews.

Client

Cinemax

Industry

Television Show

Agency

SapientNitro
http://www.sapientnitro.com...

Media

Innovative Use of Media

Market

Entertainment

Credits

Art Director

KADE ROYBAL

Creative Director

STEVE COULSON

Designer

DYLAN WERNER

Innovator

ELENA PARKER

Producer

KAT KIM

Writer

KARA COHEN

Views

30

 

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