Situation:

The protagonist of the series was portrayed by an actress with visual impairment, something that doesn't typically happen in leading roles, as they are usually given to individuals who haven't had to live with the characters conditions in real life.

Brief:

Compiting with so many titles on the streaming platforms, how could we motivate people to watch this series with so many options of content nowadays that are more relevant to Colombians?

Objectives:

To place 'All the light we cannot see' as #1 most viewed series in Colombia.

To launch the new series we didn't use the image of the main characters as entertainment industry usually do.

For the first time, María del Carmen Torres, an artist with visual impairment designed the series poster through a work of art, which she made using her senses. To do that, we reinvented the "ready room" and created an experience room where she interpreted the series listening to the description of the places an characters, touching elements from that era, and smelling things as iron, smoke, bread among others. She also got to touch a model of the city of Saint-Malo (the city where the miniseries takes place). Based on this sensory experience, she expressed her perception of the story in a piece that was unveiled in out-of-home advertising, digital pieces, and in free press.

The entertainment industry has long been marked by the underrepresentation of minorities and diversity, not only in the characters we see on screen but also in those behind it: producers, scriptwriters, costume designers, musicians, cameramen, etc.

All the light you cannot see, from its creation, sought genuinely to represent a community, so much so that its lead was played by an actress with visual impairment. This is why the process of creating the campaign to promote the show had to respect this essence, and for this reason, Maria del Carmen Torres, a Colombian artist with visual impairment, was chosen to capture the sensations and heart of the series through a work of art.

Moving from a traditional "Reading Room" to an "Experience Room," Maria had the opportunity to listen, smell, and even feel the model of the city of Saint-Malo (the city where the miniseries takes place).

1- We created an experience room where María del Carmen Torres could interpret the series with her senses. She could smell representative elements of World War II and the era; she also touched a model of the city of Saint Malo where the story took place and listened to descriptions of the characters and places. All of this was done to create the poster for the series, which was then launched.

2- The entire experience was captured in a content video that was shared on Netflix's social media channels.

3- The poster that María del Carmen created was displayed in OOH (Out-of-Home) pieces and in press releases to promote the series.

4- Media outlets covered the news and this entire experience.

- The series was #1 during three weeks in Colombia

- +20M views

- +11M interactions

- Positive sentiment increased 133%