NETFLIX
Narcos The White Countdown
To count down the hours until Narcos returns, Netflix installed “cocaine” hourglasses in the “Morris” advertising columns on the Champs-Élysées.
For the global launch of the 3rd season of its original series Narcos, Netflix wanted to make a big splash. The agency ubi/. therefore suggested that they communicate in an unexpected and provocative way about the date of the new episodes’ online release. At different locations on the Avenue des Champs-Élysées, Morris columns were transformed into giant hourglasses that were a bit unusual, since they were filled with white powder…
Their content immediately amazed passers-by, surprised by the substance flowing through the hourglasses. A substance that obviously recalls the main subject of the series, which tells the story of drug lord Pablo Escobar and the fierce fight of the United States against the Medellin Cartel, a criminal organization that made cocaine export its specialty in the 1970s.
The powder flowed for 3 days, until Friday, September 1st at 9:00 a.m., the exact time the new season went online on Netflix.
Beyond the physical device, the operation, relayed by the media and social networks, provoked very strong reactions among Internet users.
