We were asked to launch American TV channel TNT in Belgium. The tagline: We know drama; the promise: TV worth talking about. Our assignment was to develop a launch campaign worth talking about. We placed a big push button on the average square of an average town and triggered the unstoppable curiosity of people with a sign and button inviting them to ‘push to add drama’. As soon as they hit the button, onlookers were confronted with a fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the TNT series. We filmed the reactions of those who dared to push and made them into a TV spot.
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