Every Christmas in Spain, Freixenet Carta Nevada runs a TV spot. Highly anticipated, it’s more of an event, not least because each year the spot features a different A-list celebrity. In 2007, and after 30 years of a campaign which has starred Paul Newman, Demi Moore etc. a changed was needed. We decided to switch the emphasis from image to product whilst keeping the glamour. We felt that the answer was to create a piece of cinema. But this time, we’d shift the spotlight from in front of the camera to behind it, from actor to director. Martin Scorsese was the first choice.

This was a cinematic experience for the web. We launched the news of a Scorsese/Freixenet film and began building the expectation. Film posters and non-traditional ads appeared in the press announcing the premiere. Trailers ran on TV for the film. The premiere was held on the Freixenet site on 27 November where the film continued to be screened. On December 5 it broke in 150 cinemas. And it was reviewed in official film magazines (Variety etc.) and web forums.