Netflix Design & Branding Blocation by Doner

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Industry Records & Cinema Production
Media Design & Branding
Market United States
Agency Doner
Chief Creative Officer Jason Gaboriau
Creative Director Drew Brooks, Michael Cessario
Art Director Nomin Boutchard
Copywriter Lucas Nelson
Released September 2017

Credits & Description

Client: Netflix
Show: Narcos, Season Three/ Narcos Season 3
Agency: DonerLA
Jason Gaboriau - EVP, Chief Creative Officer
Drew Brooks - Design Director, Creative Director
Michael Cessario - Creative Director
Nomin Boutchard - Art Director
Lucas Nelson - Copywriter
Sara Schwartz - VP, Brand Leader
Matt Phillips - Brand Leader
Britta Couris - Producer
Doug Thompson - Print Production Supervisor
Kathryn Lyons-Urbanek - Art Production Supervisor

Pablo Escobar may be dead, but for the Netflix Original Series Narcos, the blow must go on. Season Three of the highly addictive series tells the story of the rise and fall of the Cali Cartel—the new kings of cocaine who ran their organization more like a corporation than criminal organization.
But, how does one introduce the world to the drug lords who believed the best drug cartel is the one you’ve never heard of?
DonerLA is partnering with Netflix to help fans and viewers “sniff out” this season’s new storyline. The answer was under their nose the whole time — “Blocation, blocation blocation.”
Together they are launching a new contextual campaign in locations where unknowing Cali Cartel customers may have used their product in the ‘90s: the bathrooms of bars and clubs in Los Angeles, Chicago, New York and Miami.
The ads continue previous seasons’ fact-based campaigns and utilize statistics to illustrate the Cali Cartel’s massive scale of operations, power and wealth that far exceeded Pablo Escobar. Stats like:
Every three hours, the Cali Cartel made $917,000.
In 1995, the Cali Cartel earned more than Pablo Escobar and any of that year’s Fortune 500 Companies.
The Cali Cartel was responsible for trafficking 80% of the world’s cocaine supply.
The contextual executions are a fun, eye-catching way to educate viewers and build anticipation for Season Three of Narcos and the Cali Cartel’s story. And in just the first days, they’ve been so popular that they keep disappearing from designated locations.