| Title | The Films You Should Have Seen By Now. |
| Agency | Leo Burnett Madrid |
| Campaign | The films you should have seen by now - Turner Classic Movies |
| Advertiser | Turner Classic Movies |
| Brand | TCM. Turner Classic Movies |
| Posted | June 2007 |
| Business Sector | TV/Radio Programs & Stations |
| Tagline | The films you should have seen by now. |
| Philosophy | We found a powerful insight: Were all guilty of not having seen a great movie. And that was the starting point for our campaign. The films you should have seen by now was the new concept for TCM. So we decided to tell on everyone that hasnt seen a great movie. And to launch this campaign, there was no better place than the San Sebastian Film Festival. Thats why we decided to sponsor the Festival and make a huge and aggressive event that included different and surprising guerrilla actions, stunts, outdoor and print during the week of the Festival. |
| Problem | Problem: TCM had an old image related to black and white movies. Without changing a bit of our product, we needed to turn our weakness into our strength. |
| Result | In a record 2 weeks, TCM went from being that channel with black and white movies to the reference place for must-see films. It turned to be the most successful campaign TCM has ever made: the perfect strategy in the right place, at the right time. Because of the relevance of the Festival, the launch event got thousands of euros in free media coverage. Overall, it was a huge success that motivated TCM to launch a second thematic channel within the same genre: TCM Classic. And it was a huge success for us, because we instantly won a new client. |
| Media Type | Case Study |
| Length | |
| Market | Spain |
| Creative Director | Javier Álvarez |
| Executive Creative Director | Rafa Antón |
| Copywriter | Francisco Cassis |
| Art Director | Ricardo Saez |
| Copywriter | Santiago Saiegh |
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