Calle 13 Promo, Case study THE 13TH STREET CUISINE by Shackleton Spain

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Executive Creative Director Juan Silva
Creative Director Pablo Gonzalez De La Peña, Alvaro Gonzalez
Art Director Emilia Bertola, David Rigote, Victor Vazquez, Juan Carlos Álvarez, Celia Martínez
Copywriter Carlos García-Janini, Jose Carlos Gomez, Covadonga Diaz, Emilio Holguin
Photographer Francesc Guillamet
Account Supervisor Zaida Vazquez
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CALLE 13 - NBC UNIVERSAL
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL:
General Creative Director: Juan Nonzioli (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Creative Director: Pablo González de la Peña (Shackleton)
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 Vicuña (Shackleton)
Event Producer: Maria Algaba (Shackleton)
Event Producer: Carmen Murillo (Shackleton)
Photographer: Francesc Guillamet
Copywriter: Carlos Gomez (Shackleton)
Media placement: Print Campaign - 7 shots - Gastronomic, Leisure & Advertising Magazine and Guides - 01/09/2008
Media placement: Restaurant - The Gift Restaurant, Madrid - 01/09/2009 to 30/09/2009
Media placement: Press Conference - Hotel Roomate, Madrid - 01/09/2009
Media placement: Press Dossier - National Spanish Media - 01/09/2009
Media placement: Mailing 1 Shot - Opinion leaders - 01/09/2008
Media placement: Menu - The Gift Restaurant, Madrid - 01/09/2008

Results and Effectiveness
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.

Creative Execution
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 remodelled and decorated restaurant and public relations to spread the word. The creative execution demonstrates how a thematic channel can go beyond the limits of its own medium. A 10-dish menu inspired by suspense and action, launched in a print campaign which invited the general public to a restaurant in the centre of Madrid. The campaign was unexpected and surprising because instead of making traditional advertisements, we elaborated haute cuisine dishes and designed an actual restaurant. The prints introduced the menu which the guests would enjoy at the 13th Street Cuisine and were placed in gastronomic, leisure and advertising magazines and guides.

Insights, Strategy & the Idea
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. The 13th Street Cuisine was born, a restaurant open to the public for a month in which the famous chef Darío Barrio together with the agency's team, created a menu full of irony which reflected the channel's theme, a world of action and suspense.