Argentina's political history surpasses the best of fictions. For that reason, the Argentinian fans of House of Cards usually find connecting points or parallelisms between the dark plot of the series and our political realm. In other words, the series generates a strong feeling of identification among its fans. In this way, we understood that the similarity between Evita Perón and Claire Underwood was a good insight to achieve our goal. Both women began their careers in the shadows of their imposing husbands but, by conviction and political activism, they managed to overcome this situation by becoming relevant figures themselves. Taking this as a starting point, we recreated the emblematic Evita’s portrait but with Claire’s face and we installed it a quarter mile from the original OOH Tribute of Evita. No copy, no hashtags, no logos. People did the math by themselves.

To create Claire Underwood’s gigantic portrait, we needed a simple yet relevant illustration, highlighting her particular features but, at the same time, emulating the iconic Evita’s portrait and its same technique. So finding a subtle balance was crucial for the execution. In addition, we didn’t want any copies or logos to help establish the link between both women, so that made the challenge even greater.

The location was also key to make the idea successful. Both portraits were on 9 de Julio Avenue, the most important and busiest avenue in Buenos Aires, which assured us that the piece would reach thousands of people every day. In addition, both portraits were separated by only a quarter of a mile. This gave drivers and pedestrians the opportunity of seeing Claire and Evita’s portrait all at once, generating the link between the two pieces.

The billboard reached over 2.5M people and generated 1.2M social impressions and thousands of pictures were posted by people who were exposed to it.

The campaign hit the news, appearing on the most important media channels, earning more than $400K in free media.