With his documentary about climate change, Al Gore managed to place the problem into the politics and media worldwide agenda. The goal of this campaign was to get the audience to call for a movie to be made: “No Hunger”. A movie that doesn’t exist yet, but which would be directed by Al Gore and would push the issue to the top priority of the agenda setting.

For the first time in cinema history, all elements surrounding the launch of a super-production were deployed before the movie was made:1. The trailer for “No Hunger” was launched as if the movie already existed2. Webpage: A platform to collect signatures asking Al Gore to create the film was created3. Film posters were displayed in cinemas, magazines, bus shelters, and on billboards4. Viral Video: Close to the Oscar Ceremony, we wanted people to imagine what the nominations would be if this movie existed5. A press conference, dossier and press release6. An exclusive showing of the film “The lost lynx”, an exclusive Charity Show presented by reporter Toni Garrido and a photocall with celebrities, an event, announcement, dossier and press release7. Mail out to opinion leaders of pressbook 8. Celebrities support: Many well-known actors, actresses and film directors in Spain publicly declared their support.

9. A mail out was sent to celebrities nominated to win a Goya.All collected signatures were handed to Al Gore on May 28th.

• The campaign has had appeared 33 times throughout the media: 21 times on print, 6 on radio and 6 on TV• Being asked directly by TIME magazine, Al Gore’s office spokeswoman said that “It’s quirky, but I have to admit it's a good idea” (www.time.com/time/world/article/0,8599,1879467,00.html)• 112,575 users have already visited the web page• 40,253 people have already signed on the official request• Due to its success in Spain, this campaign will be released on the U.S.A., U.K. and France in March 2009.• More than €1million in advertising in just 3 months• An increase of 150% in the number of new members and donors