To launch the second season of The Glades, A&E wanted to create a �must-see� level of anticipation and drive tune-in to the season premiere. They needed a small budget to work hard and feel impactful and the creative unit needed to stand out in a cluttered environment. A&E evolved the award winning and buzz worthy creative that was used for season 1 in a digital environment. They set out to use two digital units together to increase the impact. Within the ad, an axe came flying out from a leaderboard unit to chop the orange from the key art in half within the vertical rectangle banner. The tagline �Murder is Back in Season,� then appeared in the top ad, which was a clever and smart way to indicate the show�s return. This was a tactical example of how to use digital to your best advantage and create high impact units.
