OOH + DIGITAL ACTIVATION / MASS MEDIA TAKEOVER
Netflix
We Are Ghosts
What if you could disappear like the ghost agents from 6 Underground?
South Korea is a powerhouse in the entertainment industry, both in and out of the country. As a result, very few foreign titles make a major impact in Korean cinema.
Instead of competing with other Korean titles, we tapped into a recent controversial talking point — surveillance culture — to introduce the idea of untraceable 'ghost agents' in 6 Underground, a vigilante action-thriller directed by Michael Bay.
Hijacking Seoul's billboards to deliver a message.
Regular ad placements were turned into digital installations that resembled CCTV surveillance footage, capturing passers-by with a message to let them know they're being watched.
Coordinated billboard take-overs, designed to look like hijacked messages, take over the city's most heavily populated shopping areas.
Join 6 Underground's ghost agents. Become a digital ghost.
The digital installations and OOH billboards directed people to a microsite that hosted the 6 Underground trailer, a countdown to the movie premiere and a message: 'become ghosts and disappear' like the characters in 6 Underground.
Alongside the message, we gave site visitors a way to calculate their online presence and tips & tools on removing their online footprint to become a digital ghost.
Credits
Client — Netflix / Agency — R/GA Singapore, Tokyo
Production House — Final Frontier / Director — Diestro / Audio — Fuse Adventures in Audio
Media — DaeHong Communications
© Pimwadee Lai