Aim was to launch the American TV channel TNT in Flanders, Belgium. TNT is a high quality entertainment channel that delivers fresh series, acclaimed films and insightful real life stories. Their tagline: We know drama. TNT’s brand promise is ‘TV worth talking about’. Our assignment was to make a launch campaign worth talking about. So instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell. Triggering the unstoppable curiosity of people we placed a big red push button on an average Flemish square of an average Flemish town. The sign with the button invites people to “push to add drama”. And then we waited for someone to push it. People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end a big cloth unfolds saying "Your Daily Dose of Drama. From 10/04 on Telenet".

TNT’s tagline is "We know drama". Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell.

Triggering the unstoppable curiosity of people we placed a big red push button on an average Flemish square of an average Flemish town. The sign with the button invites people to “push to add drama”. And then we waited.People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end a big cloth unfolds saying "Your Daily Dose of Drama. From 10/04 on Telenet".

The campaign was launched mid April so it’s too soon for final conclusions. But this is what happened in less than 24 hours:More than 10 million views on YoutubeMore than 100.000 likesMore than 1 million Facebook sharesMore than 50.000 tweetsAnd massive media attention worldwide