Dinner and a Movie
TBS was shifting the popular hosted “date night” event from its longtime Friday night slot, to Monday nights. The issue was how to transition the brand while holding on to the core audience, and find the celebratory hook for Monday. The insight was based on the simple fact that everyone hates Mondays, a universal truth to be leveraged. Now rather than celebrating the start of the weekend, the celebration was that Monday was done – and it was time to put a fork in it.