SUB CATEGORY :

BEST INTEGRATED MEDIA CAMPAIGN

COMPANY ENTERING :

J. WALTER THOMPSON, BANGKOK

TITLE :

NARCOS THE CENSOR’S CUT

BRAND :

NETFLIX

ADVERTISER :

NETFLIX

AGENCY :

J. WALTER THOMPSON BANGKOK, BANGKOK

MANAGING PARTNER :

SUPANNAPA TRAITONWONG

CHIEF CREATIVE OFFICER :

JOAO BRAGA

EXECUTIVE CREATIVE DIRECTOR :

PARK WANNASIRI

ASSOCIATE CREATIVE DIRECTOR :

JIRADEJ PENGLENGPOL/CHATCHAI BUTSABAKORN

COPYWRITER :

VEERAWIN SUKSANTINUNT/KUNAT CHAENGCHARAT

ART DIRECTOR :

NATTHAPHOL HIRUNLIKID/YANNAPAT BOONKATE

ACCOUNT DIRECTOR :

JASPREET KAUR

ACCOUNT MANAGER :

PREWPRAE TIRABULKUL

CLIENT SERVICE DIRECTOR :

KUNAKORN PRAMOOLSUKH/ROBIN ROSE PULONGBARIT

STRATEGIC PLANNING DIRECTOR :

PRACHAWAN KETAVAN

STRATEGIC PLANNER :

SIWAKORN SEETARASO

ASSOCIATE PLANNING DIRECTOR :

SAKILA BANYEN

PUBLIC, MEDIA & INFLUENCER MANAGEMENT :

SARUTTAYA MAHANAVARANI/PATTIRA UTTARANAKORN

AGENCY PRODUCER :

JIROJ MECHOOJIT/JUTAMAS JUNTASORN/
JIRAPORN CHANNAWACH/ATTAPONG CHOOAMNARD

MEDIA AGENCY :

DENTSU X PTE LTD., SINGAPORE

MEDIA PLANNING DIRECTOR :

KENG KHENG KOH

MEDIA PLANNING MANAGER :

STELLA TAI

MEDIA MANAGER :

STELLA TAI

HEAD OF BUSINESS :

JESSICA BEATON

POST-PRODUCTION COMPANY :

THIS IS IT CO., LTD., BANGKOK

EDITOR :

ANUTRA TEPAKOM

POST PRODUCER :

WOOT WIMALEE

FLAME ARTIST :

ITSARA UNNAWASAKUL

SOUND PRODUCTION COMPANY :

CINE SOUND STUDIO CO., LTD., BANGKOK

SOUND ENGINEER :

SAKCHAI KANGWANPRASERT

ASSISTANT SOUND ENGINEER :

WANCHAI SINPRAJUGKUL

THE BRIEF :

COME UP WITH A BIG, BOLD, CRAZY IDEA TO PROMOTE NARCOS MEXICO SERIES TO THAI AUDIENCE AND GET THEM HOOKED.

THE STRATEGY :

IN THIS COUNTRY, EVERYTHING THAT DEEMS “INAPPROPRIATE” CANNOT BE OVERTLY REVEALED. EVEN WITH A RATING SYSTEM, TELEVISION AND OUT-OF-HOME MEDIA STILL CENSOR OBJECTS INCLUDING A CARTOON CHARACTER’S SWIMSUIT. THAT’S WHY THAIS HATE CENSORSHIP. AND THAT’S ALSO WHY IT’S PERFECT FOR OUR IDEA. AS PEOPLE ARE FAMILIAR WITH THE CONCEPT, PROMOTING A SERIES FILLED WITH SEX, DRUGS AND VIOLENCE THROUGH IT WOULD ONLY HIGHLIGHT THEM. SO, WE CHOSE TO GO ABOVE THE LINE AND FACE THAI CENSORSHIP HEAD ON. EVERY TRADITIONAL MEDIA MONITORED BY CENSORSHIP WERE USED IN A WAY THAT NOBODY HAS BEFORE, THAT IS, BY GIVING 100% COOPERATION.

THE EXECUTION :

WE LAUNCHED OUR CAMPAIGN FIRST ABOVE-THE-LINE, AIRING “CUT” TRAILER ON TV NATIONWIDE TO ATTRACT TV WATCHERS WHO WERE NON-SUBSCRIBERS. MEANWHILE WE ALSO DISPLAYED OUR ADS ON DIGITAL SCREENS IN THE CITY. BUT SOME EXHIBITORS STILL FIND IT INAPPROPRIATE SO WE LAUNCHED CUT BILLBOARDS, POLE WRAPS WITH NOTHING BUT WARNING TEXT IN BANGKOK’S PRIME AREA. AND WHEN PEOPLE BEGAN TO NOTICED OUR ADS AND STARTED A CONVERSATION ONLINE, WE KEPT THE CAMPAIGN’S MOMENTUM WITH OUR SOCIAL MEDIA POSTS APOLOGIZING FOR HAVING NOT BEING ABLE TO DISPLAY OUR ADS, WHICH HELPED ORGANICALLY SPREAD OUR MEDIA INTO OTHER REGIONS.

THE RESULT :

FOLLOWING THE ONLINE BUZZ, A SOCIAL MOVEMENT WHERE THE INTERNET CAME TOGETHER TO HELPED RETOUCH OUR ADS WITH ‘APPROPRIATE’ OBJECTS IN AN EFFORT TO GET IT PAST CENSORSHIP OCCURRED. THIS MADE “NARCOS THE CENSOR’S CUT” BECOME ONE OF THE WILDLY SUCCESSFUL CAMPAIGNS OF NETFLIX THAILAND, GENERATING OVER 93 MILLION IMPRESSIONS WITH 34 MILLION PEOPLE REACHED. NARCOS MEXICO REACHED THE POPULAR ON NETFLIX SECTION IN THAILAND. IN THE END, “NARCOS THE CENSOR’S CUT” MADE NARCOS MEXICO RELEVANT TO THAI AUDIENCE IN A WAY THAT NO OTHER CAMPAIGN EVER COULD.