Welcome Back Home
Problem
Millennials grew up with HBO shows and today, streaming has made TV disposable. They still crave the shows that defined who they were. However, millennials left HBO behind when they left their parents’ cable boxes.
Insight
Millennials moved out and moved on... but now that they’re building lives of their own, they find themselves missing the places that shaped them.
Big Idea
HBO Max is opening the doors to the homes that raised a generation — inviting Millennials to step inside the iconic rooms of the shows they grew up with.
Through immersive experiences (both digital and IRL) and Zillow listings hosted by HBO characters, this campaign transforms nostalgic TV settings into real-life spaces you can explore and tour, reminding Millennials that the cultural home they once lived in is still theirs to come back to.
Zillow Listing
What if your favorite HBO character was subletting their space… to you? Our fake-but-feels-real Zillow listings bring iconic HBO homes to life, complete with 3D tours and video walkthroughs hosted by the characters themselves. Sign up for HBO Max and you could win a real-life visit to the home — or an immersive replica built just for fans.
CONVENTION ACTIVATIONS
Live out the scenes you’ve rewatched for years. HBO brings its most memorable homes to life at design trade shows and home & furniture expos across the country.
Participants can step inside full-scale replicas of your favorite character’s room — from Carrie Bradshaw’s closet to Tony Soprano’s kitchen.
WHICH HBO ROOM ARE YOU?
A TikTok filter quiz that matches Millennials to their dream HBO space. Players answer quick, visual prompts by tilting their head to choose. Based on their choices, the filter will determine which room they’d fit in, and magically transform their background into an iconic HBO room.
Each result then lets the fans know where thy can visit that set in real life, at upcoming festivals/conventions.
IF THESE WALLS COULD TALK
This is a social-first video series (Instagram Stories or Tiktok) where Millennials reminisce on iconic HBO rooms, not for how they looked, but for how they made them feel and how certain HBO spaces shaped the emotional texture of a show.
