Narcos Season 2 starts with Escobar’s escape. To make people interested in a series when they already know how it ends, we didn't make a campaign. We made it national news.

We re-printed the covers of: Estado de São Paulo, Estadão Shopping, Folha de São Paulo, Estado de Minas, Zero Hora and Veja in Brazil. At the same time the “old” news aired on TV SBT and Rede Bandeirantes. In the United States, CNN joined the campaign announcing the escape.

The news seemed so real, that some people actually believed it was happening, making the activation itself real news on various media outlets.

1.7 million people were reached on Social Media and 34 million people were impacted by the stunt, reliving one of the most dangerous manhunts ever.