We set a simple goal: making a campaign that feels more like entertainment than advertising. In that sense, we treated people as viewers rather than consumers, and offered them a short film where the FOX Premium platform is key to the plot. But it wasn’t just a short film, it was one of those things you shouldn’t miss too.

The short film was aired in January 25th, in FOX Premium, as an exclusive content and then also published in the brand social networks.

“WHO?”, starring Norman Reedus, tells the story of a Hitman who has to kill a man. The victim is precisely the actor interpreting Daryl Dixon in The Walking Dead. Being unknown to the Hitman, he gets to know him through FP watching all seasons in order to do the job.

The short film had 21.615.296M views 1 week, with a 84% of positive interactions.

People watched, shared and commented positively on the content.

But above all, they enjoyed it. It currently performs within the top 5 movies in the app ranking in the region.