The “Hack & Slash” promotional campaign for the Dexter prequel series in late 2024 won gold in two separate categories.
Everyone knows that in entertainment, promotion is everything. It’s what makes a show, film, or event stand out from the crowd and capture people’s attention. Behind every successful campaign, there’s a team of marketing experts working tirelessly to make sure the world takes notice, and when their hard work is recognized, it’s a moment of celebration.
That’s exactly what happened with the promotional campaign for Dexter: Original Sin, which launched in November 2024. This week, the campaign took home two Gold Awards at the GEMA Awards, one of the most prestigious honors in entertainment marketing.
The GEMA Awards, officially known as the Global Entertainment Marketing Academy of Arts and Sciences, celebrate the creative and strategic minds who bring unforgettable entertainment moments to life. Their recognition spans across every part of the industry, such as film, television and streaming, music, sports, and gaming, which makes a win here especially meaningful.
Paramount+’s marketing team behind Dexter scored big this year. The campaign, titled “Hack & Slash,” earned two Gold Awards in the “Takeover” and “Ad Campaign” categories for the Out-of-Home subcategory in TV/Streaming across North America. Competing against some of the most powerful campaigns in the industry, Dexter: Original Sin managed to cut through the noise making this a major achievement.
So, what was this campaign all about?
14 iconic landmarks across 7 countries and 4 continents got the Dexter treatment. Over 300,000 square feet of actual plastic wrap were used to bring the aesthetic of the show to life, alongside 565 hours of CGI artistry that digitally “wrapped” famous landmarks around the globe.
The result captured in the best way possible, the essence of Dexter: Original Sin, carrying the tagline “You never forget your first kill.” The campaign captivated fans, leaving a big impression.
However, this moment of recognition comes with bittersweet timing. Despite strong viewership and fan enthusiasm, Dexter: Original Sin was recently cancelled. To make matters worse, many of the talented marketing professionals behind this award-winning campaign were impacted by the sweeping layoffs at Paramount that are taking place this week under new leadership. It’s a painful irony that the same week their exceptional work was honored, many of them lost their jobs.
But still, their accomplishment stands tall. Winning two Gold GEMA Awards for a campaign that redefined out-of-home entertainment marketing is no small feat. The Dexter marketing team’s creativity and innovation will no doubt carry them far in their future endeavors, even beyond Paramount.
Watch the official promo for the award-winning “Hack & Slash” campaign for Dexter: Original Sin below!