In May 2016, Netflix launched it’s first French original series : Marseille. A show starring Gerard Depardieu and Benoit Magimel, as Taro and Barres, the two main characters fighting for a seat as the leader of the political scene in the city of Marseille.
To make the most out of this highly expected release, Netflix asked Biborg to create the sleekest, most imposing campaign that appeals to a mass audience. The idea : create anticipation by making a national event out of the release of Marseille. Biborg decided to amplify the impact of the crack, symbol of power and destruction within the characters’ relationships, by reproducing it throughout the campaign.
In collaboration with Le3, Biborg produced a mapping performance live on iconic streets of Marseille. Along with this visual show, a viral stunt video was created in order to boost the launch and demonstrate the feeling of power and greatness of Marseille.
An entire subway hallway in Gare de Lyon Paris was overtaken by the series, it was fully branded including a destructive crack sticker linking Taro and Barres on each side. To complete the out of home digital activations, Biborg also produced 4 digiwalls to create mass awareness.
On the display campaign, fully custom concepts and high impact formats were produced. A display webkit was live on Le Figaro, Allocine, TF1, Yahoo, on desktop and all mobile devices. On social media, a Facebook takeover that cracked the newsfeed on the social media platform was created.
In the end the objective was reached : Marseille left its mark on the audience’s spirit.