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Narcos: The Censor's Cut

Narcos: The Censor's Cut | Netflix | J. Walter Thompson
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basics
Industry: Media & Publishing
Media:Outdoor
Style: Minimalism
descriptioncnen
Write a short summary of what happens in the digital or ambient execution or campaign.

In this country, everything deemed “inappropriate” cannot be overtly revealed. Even with a rating system, broadcast television and out-of-home media are still censored for anything, from bikinis on a beauty pageant to a cartoon character’s swimsuit.

People get frustrated with things being constantly hidden from them. Bringing it out there and above the line made the issue more explicit than ever.

Cultural/Context information for the jury

Thai people are one-of-a-kind. Besides having our own language, food, culture, we also have a unique mentality: we just love to hate. Every day thousands of complaints about the government, transit system, and even weather flood the internet. So, to attract the mass audience and turn the distant Netflix into something people love, we needed to find something that Thai people all know and hate. And we found just that. The much-annoyed Thai censorship became our key to people’s hearts.

Tell the jury about the animated/interactive/dynamic component of the work.

Narcos The Censor’s Cut trailer was aired in Bangkok’s prime areas – the malls and the metros. It is the official Narcos Mexico’s trailer, but with the content deemed "Inappropriate" explicitly cut out. Within 2 days of launch, it went from being offline to online by the hand of many movie reviewers and Facebook pages.
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awards
Cannes Lions International Festival of Creativity 2019
Silver Outdoor
Animated Digital Screens
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