Netflix Outdoor, Case study Narcos 3 - The White Countdown by Ubi Bene

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Narcos 3 - The White Countdown

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Industry Publishing, streaming & media
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market France
Agency Ubi Bene
Art Director Barbara Paloc
Released January 2017


Eurobest Awards 2017
Outdoor Use Of Adapted Billboards / Posters Bronze Eurobest

Credits & Description

Client: Netflix
Product (Service): Narcos Original Series - Season 3
Agency: Ubi Bene Paris, France
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
President: Thierry Reboul (Ubi Bene)
General Manager: Michael Courcoux (Ubi Bene)
Art Director: Barbara Paloc (Ubi Bene)
Project Manager: Charlotte Morin (Ubi Bene)
Brief Explanation
To entertain the Narcos fans before the official release date of the season 3 episodes, Netflix promoted the show by turning the Champs-Elysées Avenue's Morris ad columns into giant cocaine-filled hourglasses in the street.
Pedestrians and drivers were hooked by the setup and generated fierce discussions on social networks, questioning whether it was tolerable in a public space.
Serendipity generated a lot of organic exposure among Parisians and their community as well as tourists who were surprised and wondered about the legality of such marketing practices.