We found a powerful insight: We’re all guilty of not having seen a great movie. And that was the starting point for our campaign.“The films you should have seen by now” was the new concept for TCM. So we decided to tell on everyone that hasn’t seen a great movie.

And to launch this campaign, there was no better place than the San Sebastián Film Festival.That’s why we decided to sponsor the Festival and make a huge and aggressive event that included different and surprising guerrilla actions, stunts, outdoor and print during the week of the Festival.

In a record 2 weeks, TCM went from being ‘that channel with black and white movies’ to the reference place for must-see films.It turned to be the most successful campaign TCM has ever made: the perfect strategy in the right place, at the right time.Because of the relevance of the Festival, our event got thousands of euros in free media coverage.

Overall, it was a huge success that motivated TCM to launch a second thematic channel within the same genre: TCM Classic.And it was a huge success for us, because we instantly won a new client.