For 2007, we chose Martin Scorsese to helm the project, a director who could maintain the A-list history, increase the sense of event and produce a piece of work that the consumer would want to spend time with. The film would be just under ten minutes and, although a bottle of Freixenet would appear at the emotional high point of the movie, the moment would just be one in a larger piece of entertainment. The ‘making of’ nature engaged more, especially with Scorsese as the guide. Also, the audience could choose the director of the 2008 spot. This was a cinematic experience on the web, film posters appeared in the press announcing the premiere in cinemas and trailers appeared on TV. The premiere was held on the Freixenet site, where the film continued to be screened, and offline in 150 cinemas.

The campaign has had a very good result: the brand has kept the volume of sales, while supporting a 30% increase of its sale price.