Brief Explanation: The 13th Street Cuisine was born, a restaurant open to the public for a month in which the famous chef DarBarrio together with the agency's team, created a menu full of irony which reflected 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, a mailing to journalists, a 10 dish menu, a remodeled and decorated restaurant and public relations to spread the word. Describe the brief from the client: Calle 13 (13th Street), the suspense and action TV channel, celebrated its 10th anniversary. It had to be celebrated in a way that was a wink to its regular viewers, and, at the same time, attracted the rest of the fans of suspense and action. Description of how you arrived at the final design: THE MENU We designed a menu placing special attention on the shape, form and naming of each dish. We contacted the famous Spanish chef, DarBarrio and his team for the selection of the appropriate ingredients for each one. PRINT CAMPAIGN & DISHES Instead of doing 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 that guests were going to enjoy in the 13th Street Cuisine. The dishes were published in design, ad, gastronomy and leisure guides and magazines. Indication of how successful the outcome was in the market: The 13th Street Cuisine operated for 25 days in the month of September (Monday to Saturday from 8pm to 12am). It had an average occupancy of 90% against 75% which was the goal set in its business plan. The campaign had great repercussion in the media (TV, radio, written press and digital media) reaching an estimated value of 150,000 euros.
Advertiser: CALLE 13 - NBC UNIVERSAL Product/Service: 10TH ANNIVERSARY CAMPAIGN Agency: SHACKLETON Madrid, SPAIN General Creative Director: Juan Nonzioli (Shackleton) Executive Creative Director: Juan Silva (Shackleton) Creative Director: Pablo Gonzᬥz de la PeShackleton) Copywriter: Carlos Janini (Shackleton) Art Director: Carlos Alvarez (Shackleton) Copywriter: Covadonga Diaz (Shackleton) Copywriter: Emilio Holguin (Shackleton) Art Director: Emilia Bertola (Shackleton) Creative Director: Alvaro Gonzalez (Shackleton) Art Director: Celia Martinez (Shackleton) Creative Supervisor: Borja de la Rocha (Shackleton) Art Director: Victor Vazquez (Shackleton) Art Director: David Rigote (Shackleton) General Manager: Marta Gutierrez (Shackleton) Account Supervisor: Zaida Vazquez (Shackleton) Graphic & Events Production Manager: Itxaro VicuShackleton) Event Producer: Maria Algaba (Shackleton) Event Producer: Carmen Murillo (Shackleton) Photographer: Francesc Guillamet () Copywriter: Carlos Gomez (Shackleton)via www.coloribus.com