Best Entertainment Rich Media Online Campaign

To launch the new show Narcos, AvatarLabs partnered with Netflix to create a dynamic global campaign that was a technical and creative masterpiece. Based on motion assets, key art and unit photography, the ads opened with impactful, elegant motion posters we created from special-shoot footage of cocaine being blasted from guns and swirling around the talent. From there, a large number of ads were created within Doubleclick with the help of Google Web Designer to be controlled from the same dynamic feed. Each and every element of the ads was flexible. Multiple elements could be swapped out depending on each territory’s marketing needs. Key art could be exchanged with alternate art, trailers could be swapped, and date messaging and character art could be adjusted. Custom video edits were created to serve specific audiences. Additionally, we created motion posters, takeovers and short-form video content to position Narcos as a must-see event. The campaign extended to innovative HTML5 mobile ads. One unit challenged users to choose between “silver” or “lead" (money or bullets) by tilting their phone, revealing relevant video content. Another unit featured a “blow”-activated stunt, where fans were invited to blow on the microphone which triggered a custom animation revealing video content. Run of site mobile units featured a tilt-to-activate transition, blowing cocaine across the screen to reveal one of several characters that would change on additional tilts. The show was a global hit, and was renewed for a second season just a week after the premiere.

Contributors:

AVATARLABS

Location: USA