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.
Narcos The Censor's Cut
Sex, Drugs, Violence: Let censorship promote it for us
Client
- Netflix
Office
- Bangkok
Challenge
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.
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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
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