Our story begins when a giant TV appeared on the side of a NYC building streaming HBO footage with HBO mnemonic logo device. Lifelike mannequins are placed on rooftop, planning how to get a good view. Over the course of days, mannequins lower down couches from the apartments inside -more couches appear and crowd multiplies. Finally, a perfect living room is created as they settle in to watch the “unexpected” programming that only HBO brings.

HBO is a brand name that has become a fixture in today’s US culture. The unexpected nature of the event not only engaged passersby, but also the press and news programmes on TV and radio that continued to fuel the HBO name in line with the personality of the brand.