To entertain the Narcos fans before the season 3 episodes' official release date, Netflix wanted to use a non-standard promotional approach to engage with Narcos' fans and generate interest among their friends, considered as new potential watchers.

The main objective was to generate discussion during the days before the release and on the day of the launch of Narcos 3.

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.

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.