The Marvelous Mrs. Maisel
FYC Emmy Campaign
In order to place Maisel into the cultural zeitgeist, we wanted to ensure voters and consumers understood that this is a fresh and dynamic show with themes and characters perfectly relevant for the current moment. Pulling from the iconic palette of the sets and costumes, we used the signature Maisel pinks to blanket media, setting a striking background to reveal the voice of the show, highlighting message over the time period.
2018 Clio Entertainment Gold Winner
'The Marvelous Mrs. Maisel Magazine Cover Takeover' was submitted to the medium:
Television/Streaming: Print within the entry type: Television/Streaming and the category: Other.
2018 Clio Entertainment Silver Winner
'The Marvelous Mrs. Maisel Emmy Campaign' was submitted to the medium:
Television/Streaming: Integrated Campaign within the entry type: Television/Streaming.
“The producers credit the awards campaign, which filled the streets of Los Angeles and subways in New York City with hot pink billboards, as well as ads for “Susie Myerson,” Borstein’s manager character. “They weren’t self serious, which we were really interested in avoiding,” says Dan Palladino.”
— Variety Magazine, July 12, 2018
FYC Campaign Tease: Susie Stunt
From the voice of Susie, as part of a subtle industry nod to the Emmys pre-planning phase, a campaign popped up over town and throughout the trades, crudely typed up as though it was hammered out on a cheap typewriter. Susie is giving us her best Maisel pitch, through her signature personality; a straight-no-chaser, no bullshit kind of way. Using outdoor advertising, digital and print, we executed a city wide takeover featuring Susie Myerson’s business card from the series enticing audiences to call Susie’s NYC number. Bringing voters into the world of the series, we partnered with WhoHaHa, Elizabeth Banks’ female centric digital content studio - where comedians posed as Gaslight employees who answered the phones delighting audiences. our phone operators allowed callers to listen in as Midge “took the stage.”
Emmy Nominations Digital Announce
