To celebrate 13th Street’s (Calle 13 - the action and suspense movie channel), 10th anniversary we were asked to launch a campaign which would directly engage its regular viewers without excluding all the other action and suspense movie fans.

With 10 years behind it, 13th Street (Calle 13) had grown into an authentic experience. We created the 13th Street Cuisine, a new culinary concept featuring dishes prepared by the famous Spanish chef Dario Barrio and the agency team, which took their inspiration from the channel’s theme. A campaign launched a pioneering project targeted at creating a buzz in the media and in the traditional gastronomic scene.

Open for dinner Monday through Saturday, the exclusive event (50 guests) had a daily occupancy of over 90% (1135 guests in total). Huge buzz in mass media (TV, radio, newspapers & magazines) with an estimated publicity of 150,000 euros. Hundreds of positive reviews regarding its originality, design, flavour and thought-out creativity which successfully reflected the channel’s theme.

The integrated campaign was composed of:PRINT CAMPAIGN:Instead of ads, we did dishes. Creations of haute cuisine with the essence of the channel reflected in a print campaign.The objective was to launch the menu of the restaurant. The dishes were published in design, ad, gastronomy and leisure guides and magazines.MAILING TO JOURNALISTS:A mailing to journalists containing six delicious cookies, with a raspberry and chocolate centre. All but one, which hid a chilli filling.

PRESS CONFERENCE:The famous chef Darío Barrio, creative directors from the agency and the client presented the campaign. Actor and celebrity Rob Morrow was a special guest for the first tasting of the dishes.THE MENU:We designed a menu placing special attention on the shape, form and naming of each dish.RESTAURANT: We remodeled and decorated a restaurant in the heart of Madrid in order for it to reflect the channel's theme.

In just 25 days of September, it reached an average occupancy of 90% against 75%, which was the goal set in its business plan. The restaurant was open for dinner Monday through Saturday.The campaign had great repercussion in the media (TV, radio, written press and digital media) reaching an estimated value of 150,000 euros.Hundreds of positive reviews regarding its originality, design, flavor and thought-out creativity which successfully reflected the channel's theme.