Curb Your Enthusiasm | Nosh Hashanah

Curb Your Enthusiasm’s Season 9 was the show’s first new season in over half a decade. We sent fun gift boxes to Curb superfans to help them catch up and #BingeOnCurb during the Jewish new year holiday Rosh Hashanah. My role in this campaign was executional, writing all of the copy on or inside of the box, and picking items relevant to the show or the holiday to place inside the box.

“This is the best thing I’ve ever received or will ever receive. Sorry to everyone who gives me a million dollars in the future. This gift from @HBO is better.”

-Actual tweet from a gift box recipient

We hid a Snapcode underneath each item, linking to a relevant clip.

Benji, you did not write Curb’s Ten Commandments and then print them on actual scrolls.

Actually, I did. Please do not tell any of my childhood Hebrew School teachers.

Some quick stats

• 83% of recipients shared their gift boxes on social media

• 13,700+ engagements

• A potential reach of 22 million people

• I watched eight seasons in two weeks to prepare for this campaign

Best use of box’s contents

We rigged a light-activated sensor inside every box, making each box play the Curb theme song when opened. @CrazyJewishMom’s boyfriend removed the light sensor and put it in her fridge.

Art Director: Matt Calabrese
Creative Directors: James Rogala and Adam Gloo