Our Work

Narcos The Censor's Cut

Narcos2 NEW

Sex, Drugs, Violence: Let censorship promote it for us

Client

Netflix

Office

  • Bangkok

Challenge

Narcos felt very foreign to Thai audiences, so we needed to build local relevancy for the series. But since it was filled with sex, drugs and violence, we’d also have to handle the almighty Thai censorship board.

Inspiration

Undeterred by the strict Thai censorship protocol, we turned to a recognised human behaviour: The Streisand Effect, a phenomenon whereby an attempt to hide, remove or censor a piece of information has the unintended consequences of publicizing the information more widely. Increasingly prevalent in the internet age, when people become aware that information is being kept from them their motivation to access and spread it increases.

Idea

Sex, drugs, violence? We let censorship promote it for us. By complying with the law completely and removing the most provocative content from the advertising, we drew more attention to it than ever before.

Growth

Narcos The Censor’s Cut achieved 93 million impressions and reached 34 million people, which is almost half of Thailand’s population.

Wunderman Thompson Thailand Work Narcos The Censors Cut case film
Wunerman Thompson Thailand Work Narcos CASE BOARD NARCOS THE CENSORS CUT

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Awards

2019 AdFest

Outdoor / Grand Prix

2019 adfest

Integrated Lotus / Bronze

2019 adfest

Media Lotus / Bronze

2019 Clio Awards

Direct / Gold

2019 Clio Awards

Outdoor / Silver

2019 One Show

Direct Marketing / Bronze

2019 Cannes Lions

Outdoor / Silver

2019 cannes lions

Direct / Finalist

2019 cannes lions

PR / Finalist

2019 Spikes Asia

Outdoor + PR / Bronze

2019 Adstars

Social & Influencer / Gold

2019 Adstars

Social & Influencer + Diverse Insight / Silver

2019 Adstars

Outdoor + Promo / Bronze

2018 adman

Experience & Activation – Cross-Platform Experience / Best

2018 adman

Out of Home – Digital Indoor/Outdoor / Gold

2018 adman

Direct – Use of Print & Outdoor + Film – Other Film / Silver

2018 adman

Design – Social Related Design / Bronze

2018 adman

Media – Use of Outdoor/Ambient Media/Events + Cross Platform / Bronze

2018 adman

PR – Launch/Relaunch / Bronze

2018 adman

THE ONE / Bronze