The Glades, A&E Network's new offbeat original scripted drama, which premiers July 11, has been the beneficiary of some great buzz, thanks in part to the comprehensive teaser/promo campaign created by Bigsmack, led by Creative Director Andy Hann. Hann and the BIGSMACK team were involved in nearly every facet of the promo effort - from writing the tagline that drives the teaser campaign "Sunny...with a chance of homicide," to concepting, producing and designing three :15 teaser spots and a :30 promo featuring series star Matt Passmore. Moreover, Bigsmack collaborated on the multifaceted outdoor campaign that includes billboards, kiosks, bus and taxi ads, even completely outfitting Chicago's 'L' transit system, as well as an array of online content.
Bigsmack rose to the challenge delivering a conceptually simple campaign that cleverly taps into the show's offbeat, Coen Brothers-esque characterization, coupled with a taut police procedural narrative style.
"We definitely 'got' the show's balance between the quirky characters and crime narratives that makes The Glades work," Hann explained. "A&E loved our 'orange' teaser spot concept and the rest of campaign grew from there. The one similarity between all of the spots is the over-arching theme of things not being what they seem."