ABOUT

Launching of Negone MADRID-THE ESCAPE, a real game in which participants have to escape from a futuristic prison.

Briefing:
Negone is an entertainment factory that produces, operates and distributes leisure concepts based on state-of-the art technology. They opened MADRID-THE ESCAPE, a game in which participants have to escape from a futuristic prison.

Solution:
We spread the rumour that it was a real prison, encouraging neighbours to protest: graffiti appeared saying NOT TO PRISON IN CAPITÁN HAYA ST.! They could also protest at

The resolution showed the message under the graffiti: Escape the prison at Capitán Haya St.!

Media were invited to be the first to escape, with a file concealed inside a loaf of bread.

Results:
7.000 people visited Negone in 15 days, recovering the investment in one month. 100% of the Media attended the presentation.