To promote the new season of "Big Love," a drama about a polygamous family in Utah, HBO is installing billboards in New York and Los Angeles that feature headphone jacks that allow passers-by to plug in and listen to people confess secrets.
Think of it as a street-level PostSecret.
In New York, a billboard will be in the Times Square subway station in the corridor from Times Square to the Port Authority. In Los Angeles, the billboard is on wheels, and will be at the corner of Hollywood Boulevard and Highland Avenue until Jan. 15, then in Venice Beach through Jan. 29.
In Los Angeles, HBO will offer disposable headphones. The company assumed that New York commuters would bring their own.
The campaign, by BBDO New York and other shops, is based around the tagline, "Everyone Has Something to Hide," and also includes a microsite and performing street teams in major cities.
Source: The New York Times
