Netflix: Case study

Credits & Description:

Brand NETFLIX
Entrant CIRCUS BA BUENOS AIRES
CIRCUS BA Buenos Aires, Argentina Entrant Company
CIRCUS BA Buenos Aires, Argentina Idea Creation
NETFLIX Los Angeles, USA Idea Creation
CIRCUS BA Buenos Aires, Argentina Production
CIRCUS BA Buenos Aires, Argentina PR
CIRCUS BA Buenos Aires, Argentina Media Placement
Gabriel Rodríguez-Nava Netflix Strategic direction of the whole campaign.
Valentina Mata Netflix Strategic direction of the whole campaign.
Nathalie Balda Netflix Strategic direction of the whole campaign.
Bruno Lambertini Circus Coordination
Agustin Castellani Circus Creative direction of the whole campaign
Pablo Vitale Circus Creative direction of the whole campaign.
Marina Fretes Circus Head of Account / Project Leader
Ariel Perelmuter Youngerman Circus Creative idea. Conceptualization. Copywriting. Script for study case video.
Luis Arias Circus Creative idea. Conceptualization. Art direction of the whole campaign. Art direction of the case study Video.
Diego Salas Circus Artwork Illustration
Daiana Buchanan Circus Producer
Implementation
In times of women empowerment, the #metoo movement and a new feminist perspective, Eva Peron's legacy is more relevant than ever and an important icon for this. Netflix has its own icon too. So, to promote House of Cards’ new season and Claire Underwood's empowerment in the story, we recreated the iconic Evita’s tribute with a resemblance in the artwork's technique.
The key to the idea being successful was the use of the medium. Both portraits were on Avenida 9 de Julio, the most important and busy avenue in Buenos Aires, which assured us that the piece would reach thousands of people every day. In addition, both portraits were separated by only a quarter of a mile. This gave drivers and pedestrians the opportunity to see the portrait of Claire and Evita at the same time, generating the link between the two pieces without the need for copies or logos.
Entry Summary
House of Cards, one of the most popular shows on Netflix, premiered its new season. The challenge was to make a global content feel local and relevant in Argentina. The objective of the campaign was clear: create a cultural moment, capable of relating the show with the political and social context of Argentina, generating word of mouth and buzz in social media.
Taking into account that in this new season Claire Underwood (Robin Wright's character) acquires great prominence, we draw a parallel with the most relevant political woman in Argentine history: Eva Perón a.k.a. EVITA. She was Juan Domingo Perón’s wife, one of the most important politicians in our country, but over time she transcended her husband to become a female empowerment symbol, just like Claire did. Evita’s legacy is still so relevant that she has a 10-story height tribute portrait on the front of Argentina’s Social Development Ministry.
Brief Explanation
The execution was part of House of Cards campaign to promote Season 5, season in which Claire Underwood takes a more prominent role of empowerment. The billboard emulates the exact same art style of an iconic Eva Perón's tribute portrait located at one of Buenos Aires City most transited avenues. A very linear and simple style recreating the face of Eva or Claire. No text or logo. Located at a quarter mile from the original tribute, pedestrians and car drivers were able to see both portraits simultaneously.