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 banknotes. On them, we wrote an unbranded cryptic warning:
“Have you ever seen 75 million dollars disappear?", followed by a mysterious date.
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 placed smoke machines as well,
giving the impression of a fire just turned off.
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).
In Italian slang, the term manzo (roughly translated in beef, the animal) is usually used to describe a very good looking man. Joking 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".
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