Mexicans are irreverent by nature, and because we are usually quite skeptical of the government, we naturally tend to challenge government impositions. This means that we love to rally around those who challenge and annoy the government.

The opportunity for Deadpool was perfect.

If the government was shutting down billboards, why not beat them at their own game?

We replicated the giant “Clausurado” (closed down) banners the government was using on so many billboards… on Deadpool classic style.

The art we placed was 100% legal, meeting all the requirements of the new outdoor media regulations.

What we did was replicate the “Suspension” (Suspended) stickers that the government was putting on so many billboards. Deadpool appeared to be pulling it off with a big note that said, “Suspensión Mis #uev&$!” (Suspended, my b##lls)

At 5 am we placed the billboard. By 3 in the afternoon 20th Century Fox got Word from the government, urging them to remove the billboard immediately, which our provider did by 7 pm.

But the splash had already been made.

A wave of publications condemning the government’s censorship and in support of Deadpool began to get published, appearing in important national media, starting with the country’s main newspaper, El Universal.

We also received support from some of the main influencers in the country, including Joaquín López Dóriga, the most watched and recognized OpenTv newscasters in the Mexico. Influencer blogs, showbiz sites and public opinion magazines were in an uproar over the news.

A massive response in social media helped drive the conversation to virality.

By the sixth day, international media was also publishing stories about the government’s decision.

But, give me the numbers…!

14 million people were impacted by the news and had a real connection with Deadpool and his personality through 72 hours of earned media activity.

Engagement was significant, with over 5 thousand comments, 35 thousand likes, and 20 thousand shares.

The box-office objective was surpassed… by 228%!