NETFLIX
LUTHER: FEAR NO EVIL
Context
The freshest Luther title is about a serial killer that terrorises people by threatening them to disclose their secrets.
Opportunity
A campaign that makes people wonder whether their secrets are truly safe.
SPECIAL OOH, CONTEXTUAL VIDEOS & RADIO HIJACKS 😱
On the movie's launch day, Netflix filled the country's largest billboards, announcing the movie in an epic way, including a special mural that reveals hidden trails during night.
We also hijacked radio listeners with special ads that sounded just as if the seria killer talked to them, telling them that their secrets are not safe, muhaha (without the muhaha, ofc).
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Next in line, a special project with an equally special influencer, perfectly suited for the project, since his trademark is a secret that was never disclosed: his identity. Carla's Dreams is an artist whose face nobody knows, since it's always covered by a painted mask, proving our campaign's point in the most natural and organic way possible. Hence, we created a video that combined the artist's privacy concept with a unique song dedicated for Luther's release.
Results: +370,000 views and 20,000 organic reactions in just 3 days after its release on Instagram, Facebook and YouTube.
CREDITS
CLIENT: NETFLIX
CREATIVE AGENCY: KUBIS (Creative Directors - Maria Teodorof & Carina Toma, Art Director - Laurentiu Lupu, Group Account Director - Ada Gheorghiu, Bianca Mănescu - Head of Strategy & Social Intelligence, Tereza Morți - Social Media Manager)
SOCIAL TEAM: PUZZLE ONVERTISING
MEDIA AGENCY: WAVEMAKER ROMANIA
PR AGENCY: MSL THE PRACTICE
PRODUCTION: LUCA’s ART FILM
DIRECTOR: SAN
Mural Artist: Cristian Scutaru