Friends Reunion | HBO Max
We were initially engaged to create a Communications and Social Strategy for the Special in early 2020 in anticipation of the launch of HBO Max. Rather than celebrating the beloved history of Friends, our creative strategy separated the Reunion from the Series. Our approach was to make the launch about a celebration of friends (lower case F) and then drive to the joy and nostalgia of the cast (as real friends, not characters) getting back together with an HBO Max reunion special. While the global pandemic changed the release date and how/what could be filmed, we continued to work with HBO Max to stay on strategy and develop a compelling creative campaign.
With our trailer, our tone strove to remind fans what they remember from the original series–the comedy, the chemistry, and the friendship–while defining the Special as something wholly new: a cultural moment with surprises and hot topics fans wouldn’t want to miss.
We then created a social activation to remind fans what they loved about Friends and to eventize the Reunion Special’s premiere. We identified and partnered with influencers across TikTok and Instagram, and asked them to show off their Friends love through their chosen medium. This allowed us to reach a wide variety of demographics and showcase incredible fan content from nail artists, bakers, painters, singers, and more.
Finally, our two TV spots targeted different audiences and emotional connections, with one tapping into “the feels” through the nostalgia of the series and reconnection of friends and the other, an upbeat celebration of Friend’s cultural impact while showcasing the guest stars of the Special.