Calle 13 (13th Street) celebrated its 10th anniversary. It had to be celebrated in a unique and impacting way. We were asked to launch a campaign which would directly engage its regular viewers and, at the same time, attract the rest of the action and suspense movie fans.The 13th Street Cuisine was born, a restaurant open to the public for a month in which thefamous chef Darío Barrio together with the agency's team, created a menu full of irony whichreflected the channel's theme, a world of action and suspense.The 13th Street Cuisine was a campaign, an experience, media content, a source of income,and at the same time, a choice of gastronomic leisure and consisted of: a print campaign, amailing to journalists, a 10 dish menu, a remodeled and decorated restaurant and publicrelations to spread the word.

The integrated campaign was composed of:PRINT CAMPAIGN:Instead of ads, we did dishes. Creations of haute cuisine with the essence of the channel reflected in a print campaign.The objective was to launch the menu of the restaurant. The dishes were published in design, ad, gastronomy and leisure guides and magazines.MAILING TO JOURNALISTS:A mailing to journalists containing six delicious cookies, with a raspberry and chocolate centre. All but one, which hid a chilli filling.

PRESS CONFERENCE:The famous chef Darío Barrio, creative directors from the agency and the client presented the campaign. Actor and celebrity Rob Morrow was a special guest for the first tasting of the dishes.THE MENU:We designed a menu placing special attention on the shape, form and naming of each dish.RESTAURANT: We remodeled and decorated a restaurant in the heart of Madrid in order for it to reflect the channel's theme.

In just 25 days of September, it reached an average occupancy of 90% against 75%, which was the goal set in its business plan. The restaurant was open for dinner Monday through Saturday.The campaign had great repercussion in the media (TV, radio, written press and digital media) reaching an estimated value of 150,000 euros.Hundreds of positive reviews regarding its originality, design, flavor and thought-out creativity which successfully reflected the channel's theme.