When your task is to launch the DVD of the number one grossing Independent film ever in the US, especially when it's still in theatres, the pressure really is on. OMD rose to this challenge with My Big Fat Greek Wedding.OMD's strategy capitalised on a clear understanding of the movie's broad appeal. We sought to build upon the movie's themes – Greece, Food, Love and Weddings – to create a series of TV teasers and programming events that would provide a synergistic platform to showcase the DVD.OMD did this without the involvement of a creative agency. Every component of the TV campaign (besides a 30 second in-house TVC produced by the client) was managed by OMD. The programme created a strategic and impressive presence that transcended simply buying commercial time.