Red Notice is one of the main Netflix blockbusters for 2021. It is an action comedy film starring Dwayne Johnson, Gal Gadot and Ryan Reynolds that tells the story of a gang of crooks stealing precious and expensive golden eggs belonging to Cleopatra.

Of course there were so many angles to start communicating this film: the cast, the action, the comedy, the golden eggs. But the social context of Argentina gave us a wink that made us turn the whole logic of the campaign to a more polemic, irreverent and conversational place. And all, in an specific kind of outdoor medium that is always related to political propaganda.

Argentina's primary elections took place in November, just as the film was being launched in the country. We took advantage of what people think of Argentinean politicians and transformed it into the main message of our campaign: bunch of thieves/gang of crooks.

We could have chosen any number of strategies, but temporality made us much more focused on one direction: conversation. Argentina is a country that is polarized: the country is divided between those who support one political party and those who support the other. Friends stop hanging with each other, couples separate and families do not speak to each other because of the level of rift that has formed in the Argentine political scene.

Our strategy was to use a sufficiently strong and irrefutable message that is part of popular culture and that could be relevant for both (any) political parties: Gang of Crooks.

Since generating conversation is one of the KPIs that Netflix Argentina seeks for each of its most important titles, we decided to go all in and hack the Argentinean primary elections with a strong message.

We put up the same street posters that politicians use for propaganda with a photo of the cast and a single message: Gang of Crooks.

Each of our posters was strategically placed among other political propaganda posters. Above all, those concerning the two most important political parties in Argentina, which are involved in a constant media war that divides the country.

The campaign generated over 3M of organic impressions during the elections.

Red Notice remained N°1 ranking of Netflix Argentina during the election, surpassing other popular content in the country like Maid, Pasión de Gavilanes or The Croods.

More than 23% of people who saw the posters shared on social media.

The public’s comments on the placement around the posters with the phrase #MangaDeChorros next to the political propaganda, said this couldn’t be anything but a divine sign or a lucky coincidence.

Even one of the main candidates, Javier Milei, noticed the posters and shared them on his social profiles in order to campaign politically for himself. Other political sites, such as Indignado and Coherencia Por Favor did the same with their audiences.