HBO
The Defiant Ones

  • Environmental Design
  • Experiential Planning/Strategy
  • Experiential Technology
  • Influencer Curation/Casting
  • Social Activation

The Challenge

The Defiant Ones is a story with tremendous importance and inspiration – understandably, HBO had lofty ambitions for the launch. To drive real impact and realize its full audience potential, Translation’s approach had to be as provocative and compelling as the show itself.

The Idea

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To make this more than just a story about two defiant icons, Translation started by identifying a universal truth we could all appreciate. Everyone, everywhere could relate to being told YOU WILL NEVER. So, instead of focusing on the defiance of odds, we focused on the defiance of doubt. And anyone who achieved despite this – Jimmy, Dre, or even you – were The Defiant Ones.

The Work

Translation created a multi-tiered campaign built around defiant-focused stories and social content that culminated in a world-class, immersive launch event. Months before the series launched, we hosted invite-only screenings where a handpicked group of athletes, futurists, activists, and artists – those who exemplified defiance in their diverse networks – shared their own YOU WILL NEVER stories. As the launch date approached, these co-authors began publishing their inspiring stories – creating a wave that lifted the series.
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  • To help spread the YOU WILL NEVER campaign theme, Translation produced wild postings, social posts, and posters featuring a broad spectrum of defiant individuals.

  • To help spread the YOU WILL NEVER campaign theme, Translation produced wild postings, social posts, and posters featuring a broad spectrum of defiant individuals.

  • To help spread the YOU WILL NEVER campaign theme, Translation produced wild postings, social posts, and posters featuring a broad spectrum of defiant individuals.

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  • Nas: “The ones that said we couldn’t? Look where they at right now.”

  • Khalid: “A lot of people were like, ‘Don’t chase your dreams.’ I don’t really care.”

  • Gary Vaynerchuk: “Everybody told me, ‘Gary, this internet thing will never work’.”

  • Erykah Badu: “I had to make up my own rules, and ignore the rest of the rules.”

Day of The Defiant Ones

On launch day, Translation invited the public to an immersive experience in Brooklyn – Jimmy Iovine’s home borough. This open event brought artists, chefs, athletes, and musicians together, and invited them to voice their own defiance through social content capture, customized swag, and more.
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  • Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions.

  • Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions.

  • Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions.

  • Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions.

  • Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions.

The Impact

Over 1,500 guests packed the Brooklyn Steel venue on July 9, 2017, for an unparalleled all-access experience – resulting in over 25MM social impressions

#1

Most-watched documentary in HBO history

1.3 Billion

Social Impressions

96,000

Unique Authors

#2

Teaser videos had second highest like-to-view ratio on HBO's Instagram (second only to "Game of Thrones")

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Apple Music —
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Brooklyn Nets —
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NFL —
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NFL —
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