Outdoor > Culture & Context
404, Sao Paulo / NETFLIX / 2024
Overview
Credits
Why is this work relevant for Outdoor?
In the entertainment industry, billboards are typically used for awareness, featuring global key arts. However, this time, we used the billboard as an engagement piece. We unveiled a national prank that was trending on social media.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
Often, the most desired jewels aren't found in museums, stores, or safes, but are worn by MCs. In this piece, we capitalized on Brazil's biggest event of the year: Neymar's Cruise.
This event invited all the prominent MCs (artists adept at attracting press coverage and public attention) and of course, all their jewelry would be together - Just as it occurs in Berlin's plan in season 01.
Background:
Netflix was launching "Berlin S01" in Brazil during the busiest media context - between Christmas and New Year's Eve. When attention is divided into parties, fireworks, travels and more. We needed to capture year-end attention to encourage people to watch the show.
We teamed up with famous MCs for a prank at Neymar's Cruise event. The MCs 'lost' their jewelry, sparking fan theories about a heist, which trended online. Later, the 'stolen' jewelry appeared in Berlin's key arts, replacing traditional billboards.
Describe the Impact:
Berlin debuted right at number 1 on Netflix Brazil. The prank generated 1.8 billion organic impressions, more than 2.3 million interactions (98% positive sentiment) and earned $2.4MM in media. Our partners in crime (the MCs) gained more than 8 million followers on social networks.
4x benchmark for organic impressions.
6x benchmark for social networks
Trending Topic on X
#1 Trending on Netflix Brazil
We amplified the impact of the OOH campaign by 18 times through earned media impressions.
Please tell us about the social behaviour and cultural insight that inspired the work.
The jewelry of Brazilian MCs is a popular topic in the country. People are familiar with their designs, values, and creators. These pieces of jewelry are not only valuable but also draw significant attention. On the day that Berlin was launched, a highly-discussed cruise (Neymar's Cruise) gathered the most famous MCs in the country, along with their jewelry. This provided the perfect stage to introduce the new series about the greatest jewel thief of all time.
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