HBO Turned NYC’s Steam Vents Into Blazing Joints for High Maintenance

Here’s an inventive bit of out-of-home advertising from HBO—New York City steam vents that were turned into glowing joints for season 2 of High Maintenance, the show about a marijuana-dealing deliveryman.

Working with agency The Gathery, the pay-cable network put up installations for one day only (Friday, Jan. 19, the day of the new season’s premiere) in three locations—Union Square and the Meatpacking District in Manhattan, and Williamsburg in Brooklyn.

The point was simply to “re-engage the series’ current fan base and to incite curiosity among those who have not yet discovered the show,” HBO tells us.

See more pics below. And for more on just what the hell NYC’s steam vents are all about, anyway, check out this article.

Tim Nudd

@nudd

Tim Nudd is a former creative editor of Adweek.