Work
Choose your party
Atresmedia
Atresmedia
Can television be both an interactive game and a brand campaign? Atresmedia made it happen with Choose Your Party, the first simultaneous broadcast in Spanish TV history.
With “Choose Your Party”, Atresmedia turned zapping into narrative, signing the first multi-channel simultaneous campaign: premiered at the same time on El Hormiguero and El Intermedio, it invited viewers to continue the spot by switching channels and “building” their own piece across Antena 3, laSexta, Neox, Nova, Nitro, Xplora, and laSexta3. 36 familiar network faces guided the journey, with a clear mechanic (you have 9 seconds to decide) and a bold claim: “If you choose Atresmedia TV, you choose the best of the best of the best.” The result: active audience engagement and a group narrative that made the merger tangible by turning the medium into the message.
La campaña digital apostó por calidad antes que cantidad, con piezas coloristas y mensajes como “Valor es no hacer lo que hacen todos”, distribuidas en entornos afines a un público comprometido con la sostenibilidad. El resultado: mayor notoriedad y recordación, más cuentas abiertas y un posicionamiento sólido de Triodos como referente de banca ética en España.
In collaboration with:
After Agency
The campaign stood out for its technical complexity (multi-channel coordination and storyline continuity) and for placing the viewer at the center, gaining wide coverage in specialized press and consolidating the Christmas tradition Atresmedia had started in 2010. It also built on the prestige of the previous year’s piece, “Bienvenida a 2013”, already awarded at El Sol and FesTVal, reinforcing the group’s innovative positioning and leaving a benchmark case in branded entertainment for television.