Plata o Plomo?
That's right, it's never easy when it comes to Pablo.
Netflix presented us with an exciting brief: Launch Narcos Season 2 in Singapore and Hong Kong. I mean, how awesomely uncanny is that? Cocaine + money laundering + Singapore?
Our strategy was based on the fact that both Singapore and Hong Kong are banking and finance hubs, where people crave prosperity. So while we dabbled with all sorts of crazy ideas around Drugs, we eventually decided to go above all that, and focused on the other key aspect of the critically acclaimed Netflix original series – Money.
Banks are the biggest advertisers in these two cities and their style is instantly recognisable. Our idea was to launch Narcos Season 2 with pastiches of iconic financial services ads. To put a spin on existing ads by applying a narcos filter while ensuring the double meanings stay true to their respective context.
The channels strategy was to place our contextual ads in strategic locations for maximum impact.
Essential disclaimer: Please note that given the inherent nature of our idea, we had to reference several existing campaigns brilliantly done by other brands and agencies. All visuals shown are for illustration purpose only. All rights reserved to those companies, we do not own that privilege. It's all in the name of good work. Good risks. And most importantly, goodwill.
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NTUC Income (Singapore's key insurance company)
Their 'Start Retiring' campaign was famous. It was everywhere at the time of our launch. The timing and topic was perfect. All we had to do was add the third dimension – context.
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Standard Chartered Bank
Putting a spin on "Here for good".
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HSBC
Seeing things from a different perspective.
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HSBC
Couldn't possibly ignore those hashtags.
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Citibank
Family over everything.
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UOB
Because it's universal.
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UOB
Because some things never change.
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UOB
Because money doesn't grow on trees. Or, does it?
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UOB
Because yolo. Wait, or is it yodo?
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We wanted to further the conversation with our audience.
So as part of our digital touch points, we created multiple interstitials of varying URLs. Viewers will land on the respective bank's interstitial if they click through from previous banners, links, or if they were simply curious enough to key in the URL.
What's interesting is that this interstitial flashes for only 5 seconds before all of them auto redirects to the one and only official Netflix subscription page fronted by Narcos. This is our creative solution for closing the loop on driving subscription.
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So.
Like I've mentioned earlier. It's never that simple when it comes to the world's biggest kingpin.
In fact, the stakes were so high that after countless rounds of security clearance, our proposal didn't eventually run.
No damage done.
BUMMER, I'd say.
But hey, this really was one of the more exhilarating projects to date.
"But if you get too close to the sun, your dreams may melt away."
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Agency: R/GA Singapore
Copywriter: Jinglin Ang
Art Director: Xinting Cheng
Creative Director: Antti Toivonen
Art Director: Xinting Cheng
Creative Director: Antti Toivonen
Planning Director: Christer Ericksson, Riku Vassinen
