The premiere of Ice Age 2 was meant to replicate the success of the previous film. Over the last year, the film industry has been suffering from the drop in movie-goers (-10%) together with a superabundance of new titles, especially animated productions. Persuading children and movie-goers is no longer enough. It was essential for us to create a strategy aimed at new targets, which would be able to generate unlimited excitement during the countdown for the premiere. It was time to unfold an innovative media mix perfectly synchronized with PR, Publicity, co-branding, trade promotions and advertising.

With a major publicity campaign, we got on to the front pages of all media. The film was news, and through strategic alliances with premium partners, it became the leisure "must see", with promotions increasing the expectations of multiple target groups. Excitement turned into "reaction" when, breaking the mould, the thaw flooded the traditional media and the cinemas themselves, causing a unanimous response: I want to be first, because I have never seen anything like this.

Ice Age 2 was the takings leader in its opening weekend and continues to hold the box office record for the opening of an animated film. Achieved €6m worth of free publicity. An increase of 16% the level of awareness index over Ice Age 1. 2 Effi awards (The Spanish Advertisers Association).