We were asked to launch the American TV channel TNT in Belgium. The tagline: We know drama; the promise: TV worth talking about. So our assignment was to develop a launch campaign worth talking about. Triggering the unstoppable curiosity of people, we placed a big push button in the average square of an average town. The sign and button invited people to ‘push to add drama’. People who dared to push were confronted with a fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the TNT series.
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