2010

Showcase -Winter Campaign: Covert Affairs & Burn Notice Posters and Billboards

Showcase loves sexy. Its always loved sexy, but nowadays the desire is for a smart sexiness that will increase women’s viewership without losing its longstanding appeal to men. The brief for Showcase’s returning season of Burn Notice requested a tone that was “Sexy+Clever+Polished”. Likewise the Series Premiere of Covert Affairs called for a “Sexy+Stylish+Dangerous” tone.
Zoning in on the desired tone added up to a slick unified look for the two spy series that precisely struck the Sexy/Smart sweet-spot.

Showcase was deeply satisfied with Covert Affairs launching at more than double its estimate and Burn Notice launching at 11% over estimate (a strong accomplishment for a season 2). And achieving increased female viewership was the cherry on top.

Imaging & Design: Rob McNeil
Copy: Munro Cullen & Steve Parker

HGTV Winter

Photography by Jason George