TEASER: THE MONEY BILLBOARD

75 million dollars is a mountain of money. Literally: altogether, they make about 1653 kg of banknotes. And we wanted people to actually understand how many they were.

In the teaser phase of our campaign, we customized a large billboard located
in the Navigli (one of Milan’s most visited and crowded place), covering its entirety with banknotesOn them, we wrote an unbranded cryptic warning
Have you ever seen 75 million dollars disappear?", followed by a mysterious date.​​​​​​​
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REVEAL: THE BURNING

Then, we revealed Netflix's involvement in a spectacular way
Similar to what actually happens in the movie, we set the billboard “on fire”
for a more realistic result, we also placed smoke machines giving the impression 
of a fire just turned off.


BARI'S ACTIVATION

We also built a special on field activation in Bari: an impactful large wall placed in its main square, completely covered with detachable dollars.
The idea was to literally show people how much 75 million dollars are in cash, “translating” its possible usage in a very common item in the city (yes, we chose artisanal taralli).


SOCIAL VIDEO

In Italian slang, the term manzo (roughly translated in beef, the animal) is usually used to describe a very good looking manJoking on the beauty of the cast of Triple Frontier, 
we created a funny social video in which we presented the male actors as five of the finest varieties of beefs in the world, all coming from a wild territory called "Triple Frontier".


SOCIAL RESPONSES


CREDITS

Executive Creative Directors - Livio Basoli & Lorenzo Picchiotti 
Copywriter - Andrea Galanti 
Art Director - Nicolò Andrea Ales​​​​​​​
Strategic Planner - Marco Frugiuele 
Senior Account Manager - Anna Norelli
 Account Executive - Marta Dolci
Integrated Production Director - Matteo Pecorari
Production Director - Cristina Fichera
Production Manager - Simone Raddi 
Junior Producer - Claudia Ammassari 

Netflix - Triple Frontier
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Netflix - Triple Frontier

Triple Frontier is an action movie about a group of former Special Operations soldiers reuniting to plan a heist job of a South American kingpin. Read More
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