Alcatraz: Prison food delivery service by Leo Burnett Iberia Madrid for Alcatraz

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Alcatraz: Prison food delivery service

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Designer Pouline Atencio
Producer Álvaro Aparicio
Account Supervisor Carmen Corujo
Production Exit
Executive Creative Director Juan García Escudero
Producer Álvaro Queizan
Released May 2012


Clio Awards, 2013
Direct Mixed Campaign Bronze

Credits & Description

The television network laSexta commissioned us to launch their most important show of the season: Alcatraz.
We decided to bring part of the incarceration experience into our viewers' homes, and therefore created Alcatraz Delivery, an actual prison food delivery service.
Orders could be placed by phone or on the web and were delivered by the prisoners in a police van, escorted by a policeman.
In addition to the tray of disgusting prison food, we gave out a complete dossier of information about the series and its premier on laSexta.
The country's most important television bloggers and journalists received free deliveries and we even made a live delivery on one of the most popular television shows in Spain.
Alcatraz was the most watched premier of the season with 4.8 million viewers.
Media: DM
Geo: Spain
Category: Media
Agency: Leo Burnett
Brand: Alcatraz
Advertising Agency: Leo Burnett Iberia, Madrid, Spain
Executive Creative Director: Juan García-Escudero
Creative Directors: Fernando Martín, Javier Álvarez
Copywriters: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Art Directors: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio, Seve Ruiz
Interactive Creatives: Alejandro Hernán, Fred Bosch, Javier Martínez, Pouline Atencio
Designer: Pouline Atencio
Head of PR: Sarah Okrent
Head of Programming: Victor Moreno
Programmer: Luis Marcano
Event Manager: Cristina Baixas, Nuria Silla
Group Account Director: Ricardo del Campo
Account Supervisor: Carmen Corujo
Account Exec: Jesús Colmenar
Producer: Álvaro Aparicio, Álvaro Queizan
Announcer: Hector Losa, Antonio de Federico
Production Company: Exit