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

Name	Company	Position
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.