Sundance Channel needed to promote a program that wasn't just a program, it was a block of programs. On top of that, it wasn't just a block of programs, it was a movement. When they tried selling "the Green" as an environmental movement, it lacked entertainment value. Positioning it as a block of entertainment didn't do justice to the movement. We created the "Prime time for the planet" campaign to unite these two very different aspects of the brand. As a result, the traditional Sundance Channel audience and new viewers alike are embracing the idea that responsible programming can be entertaining. And that entertainment can be responsible.