Digital
Push to Add Drama
TNT · 2012
- Agency
- Duval Guillaume
- Campaign
- Push to Add Drama
Analysis
TNT placed a button in a Belgian square and filmed the dramatic events its press triggered. This still shows the large arrow and the invitation above the button.
“PUSH TO ADD DRAMA”
Public participationLiteral brand promiseUnexpected spectacle
Why it worked
The instruction gives passersby a simple action with an unknown result. Its oversized arrow makes an ordinary square feel like the beginning of a story. The film turns the channel’s promise of drama into an event people can witness. Audience reactions and a clear cause-and-effect structure make the stunt easy to understand when shared online.
Lesson
Give a public stunt one clear action that demonstrates the brand promise.