Problem: TCM had an old image related to black and white movies.Without changing a bit of our product, we needed to turn our weakness into our strength. 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 were no better places than the San Sebastian Film Festival and Gijon Film Festival.

We decided to sponsor the both film festivals and make huge and aggressive events that included different and surprising guerrilla actions, stunts, outdoor and print during the festivals.San Sebastian is one of the most important film festivals worldwide and the most important for the Latin America and Spain markets.

So we needed to be there. Because our target and key opinion leaders were there too: film directors, actors, critics and movie fans in general.

There was no better way to launch TCM’s new concept.