EITB and Dimensión join forces to launch a campaign about the future of television.The project is technology-based, and a sneak peek of what the future of televisions has in store for us. It has centred around launching EITB’s TV on demand service. This service includes all programmes which have been aired over the previous 7 days on its four channels: ETB1, ETB2, ETB3 and ETBSat. We were immediately keen to avoid the use of futuristic or technological terms and we instead resolved to explain the advantages the product offers in clear and simple terms, almost in the manner of a storybook: “the story of the man who was born an hour late”. It is a magical, humour-filled story that ends with a quote which we believe aptly defines the product: Watch the television that you like, whenever and however you feel like it.