Creativity

La Sexta: Alcatraz Delivery

Takeout from behind bars.

Published on May 07, 2012

Editor's Pick

Leo Burnett Iberia in Madrid created a buzz around the launch of TV show Alcatraz for Spanish TV broadcaster laSexta with a campaign that involved real prisoners delivering genuinely disgusting 'prison style' meals as takeout. Journalists, bloggers and others were served up with free meals on prison trays, alongside a dossier of information about the series and its premier. Meanwhile, people could order meals via the Alcatraz Delivery website, or by phone, and experience it being delivered by real prisoners (with police escorts). The stunt spawned virals, posters, social media posts and even a customer service center to receive complaints. According to the agency, Alcatraz was the most watched premier of the season , watched by 4.8 million viewers.

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Credits

Date
May 07, 2012
Agency:
Leo Burnett Iberia - Madrid
Client:
La Sexta
ECD/Production:
Juan Garcia-Escudero
Creative Director:
Fernando Martin
Creative Director:
Javier Alvarez
Copywriter:
Alejandro Hernan
Copywriter:
Fred Bosch
Copywriter:
Javier Martinez
Copywriter:
Pouline Atencio
Art Director:
Alejandro Hernan
Art Director:
Fred Bosch
Art Director:
Javier Martinez
Art Director:
Pouline Atencio
Art Director:
Seve Ruiz
Interactive Creative:
Alejandro Hernan
Interactive Creative:
Fred Bosch
Interactive Creative:
Javier Martinez
Designer:
Pouline Atencio
Head of PR:
Sarah Okrent
Head of Programming:
Victor Moreno
Programmer:
Luis Marcano
Event Manager:
Cristina Baixas
Producer:
Alvaro Aparicio
Producer:
Alvaro Queizan
Production Company:
Exit

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