Launch of the new American TV channel TNT in Flanders, Belgium. TNT is a high-quality entertainment channel that delivers fresh series, acclaimed films and insightful real life stories. Their tagline: We know drama. TNT’s brand promise is ‘TV worth talking about’. Our assignment was to make a launch campaign worth talking about.

The campaign was launched mid April. But this is what happened in less than 1 week:More than 29m views on YouTubeMore than 250,000 'likes'More than 3.8m Facebook shares (the second most shared commercial ever, and counting)More than 120,000 tweets (even Chuck Norris tweeted about TNT)More than 2,500 blog postsMassive media attention: national and international And a hilarious Lego parody

TNT’s tagline is 'We know drama'. Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell and directly engage them. Triggering the unstoppable curiosity of people we placed a big red push button on an average Flemish square. The sign with the button invites people to 'push to add drama'. And then we waited.People daring to push it were then confronted with a very fast sequence of dramatic and crazy events. At the end a big cloth unfolds saying 'Your Daily Dose of Drama. From 10/04 on Telenet'.

The chosen approach aimed to connect a new TV channel (TNT) and its specific offering (drama) in the minds of people. So when they're in for some good drama, they will absolutely remember the dramatic series of events when pushing the 'push to add drama'-button.