NARCOS 3 - THE WHITE COUNTDOWN
Title | NARCOS 3 - THE WHITE COUNTDOWN |
Brand | NETFLIX |
Product/Service | NARCOS ORIGINAL SERIES - SEASON 3 |
Category |
B05. Use of Outdoor |
Entrant
|
UBI BENE Paris, FRANCE
|
Idea Creation
|
UBI BENE Paris, FRANCE
|
Media Placement
|
UBI BENE Paris, FRANCE
|
PR
|
UBI BENE Paris, FRANCE
|
Production
|
UBI BENE Paris, FRANCE
|
Credits
Thierry Reboul |
ubi bene |
President |
Michael Courcoux |
ubi bene |
General Manager |
Barbara Paloc |
ubi bene |
Art Director |
Charlotte Morin |
ubi bene |
Project Manager |
The Campaign
Netflix gave people a visual indicator on the time left before the Narcos series's 3rd seasons launch : giant cocaine-filled hourglasses where installed in Morris columns on the Champs Elysées, generating a lot of interrogations from pedestrians, relayed to their friends through social media networks, etc.
Creative Execution
Overnight, we turned 3 Morris ad columns into cocaine-filled hourglasses announcing the availability of Narcos 3 on the Netflix platform.
For 3 days, 'cocaine' was flowing continuously in order to materialize the new episodes' approaching release moment.
150.000 people reached on the Avenue throughout the 3 days and 1.8M people reached online through the discussions on social media and in the news around the world.
The innovative approach of the traditional Morris ad columns intended to both reflect the "Narcos way" of doing things and also contribute to its main purpose of spreading the news of the launch on social media. Due to its singularity, the design of this campaign generated fierce discussions online.
Insights, Strategy and the Idea
We picked the Champs Avenue because it has a high frequentation rate on any day and attracts executives, families, tourists, etc. The hourglasses were perfectly reflecting the Narcos brand codes and helped to bring its core values into the streets of Paris.