• Street Marketing


The Film Agency developed an alternative marketing street role play happening for the promotion of the film: we invited three groups of young fans, influencers and bloggers who were previously selected from three different internet contests and characterized as politicians, thieves and cops. They received clues directly from the actors’ official social media profiles to help them find the mysterious box 314 somewhere in Madrid. To the surprise of  the passers-by, the game contenders had to run between emblematic locations collecting life-size cardboard totems of the actors. The winners were invited to an exclusive premiere of the film, attended by the some of the main actors and directors who brought them pizza and lukewarm Champaign, just as the thieves do in the film. The relevance of this alternative marketing action was the hihest achieved on Twitter throughout the entire campaign of the film. Cien Años de Perdón (To Steal a Thief) toped Spanish Box Office, taking a massive 1.5M EUR in its opening weekend. Twentieth Century Fox distributed the film while Telecinco Cinema co-produced and boosted he promotion through its massive channels in Spain. The film is a production of Vaca Films, Morena Films in coproduction with Kramer&Sigman Films, Mare Nostrum Productions and Telefónica Studios. Acclaimed action filmmaker Daniel Calparsoro (Combustion) makes a move into heist with this film. Fiercely realistic sequences intermix with character-driven lies and tricks in this contemporary politically engaged action thriller led by Luis Tosar (Cell 211) and Rodrigo de la Serna (The Motorcycle Diaries).



A rainy morning. Six armed men in disguise attack a bank in Valencia. Lead by a thief nicknamed El Uruguayo, the group’s mission seems cut and dry: to clear out the most safe deposit boxes possible and to escape out a tunnel that was dug out in one of the bank’s offices which leads to an abandoned subway line. The details of the robbery shake the Government elite to its core. Ferrán, the president’s chief of staff, is surprised to discover that it is actually an operation organized by a faction within his own party in order to get their hands on the contents of Box 314 that belongs to Gonzalo Soriano. A former member of the party who is now in a coma after an accident, Soriano had deposited certain compromising documents in the safe deposit box. A thief with experience in this type of attack was hired to undertake the fake robbery: El Uruguayo. The assailants are unable to escape via their planned route because the heavy rains have flooded the subway tunnel. Under the increasingly heavy pressure from the security forces who don’t seem to have gotten instructions to allow them to escape, the assailants decide to use every trick possible to get out of the bank without anyone ever discovering what’s in the box.


The Results

There was an amazingly positive response and high-impact social media reach with more than 1k tweets related during the game day, and more than 5 million accounts reached. This level of engagement was achieved thanks to the involvement and participation of nationwide famous talents like José Coronado and Patricia Vico. The brands and location partnerships (AC Hotel, Renfe, Circulo de Bellas Artes, Casa de América) also contributed to the expansion of the message through their channels. The hashtag #CienAñosDePerdón had its highest reach the day of the game, and specially on the specific time when the action took place. There were also two different promotional videos of the action, one produced by a National News Channel (Telecinco) and another one shot and spread by EntradasYMas that went viral with more thank 250k views.


National News – Telecinco video: Watch here