13th Street Cuisine
Issue 16 | September 2010
Agency
Shackleton Madrid
Creative Team
General Creative Director: Juan Nonzioli; Executive Creative Director: Juan Silva; Creative Director: Pablo Gonzalez de la Pena; Copywriter: Carlos Janini; Art Directors: Carlos Alvarez, Emilia Bertola; Copywriters: Covadonga Diaz, Emilio Holguin, Carlos Gomez; Creative Director (DM): Alvaro Gonzalez; Art Director (DM): Celia Martinez
Production Team
Graphic and Events Production Manager: Itxaro Vicuna; Shackleton Events Producer: Maria Algaba; Shackleton Events Producer: Carmen Murillo; Photographer: Francesc Guillamet
Other Credits
General Manager: Marta Gutierrez; Account Supervisor: Zaida Vazquez
Date
2010
Background
Calle 13 is a TV channel in Spain specializing in schlock and horror movies. It has a history of bold advertising and to celebrate their 10th anniversary they asked Shackleton for a campaign that would be true to the brand while attracting fans of action, horror and suspense movies.
Idea
13th Street Cuisine was a restaurant open to the public for a month in which the famous chef Darío Barrio, with input from the agency, created an ironic menu of dishes, which reflected the channel's themes.
a world of action and suspense.
It was both a branded experience and a source of income as well as a media event.
Print ads created awareness and a mailing to journalists inspired additional PR.
The ads, featuring the bizarre new dishes created at 13th Street, were published in design, ad, gastronomy and leisure guides and magazines.
The mailing to journalists containing six delicious cookies, five with a raspberry and chocolate centre, one with a chilli filling.
Actor and celebrity Rob Morrow was a special guest for the restaurant opening.
Results
In just 25 days, 13th Street reached an average occupancy of 90% against 75%, which was the goal set in its business plan.
The campaign had great results in the media (TV, radio, written press and digital media) to an estimated value of 150,000 Euros.
Our Thoughts
In the submission form, the words ‘business plan’ are interesting. This is an idea which was created in order to generate income in its own right as well as to support the brand and create affinity. Who says a communications idea has to be some sort of message? Why can’t it be a meal? Creating content isn’t just about making a video or creating a game, it can be your hors d’ouevres.
This may not win many awards for the simple reason that all too many jurors seem to believe that content is just a new word to describe an online film.
A typically inventive solution to a problem from Shackleton, one of only a handful of companies in the world which could claim to be not so much an agency as a creative business partner to its clients.