Cannes Lions

The Live Trailer

ARCHER TROY, Mexico City / AMAZON PRIME VIDEO / 2019

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Overview

Background

October 2, 1968, is one of the most tragic dates in the history of Mexico, because in that date took out a student slaughter that marked the country; and although many say it's not forgotten, the truth is that it ends up being forgotten.

In 2018, 50 years of this massacre were commemorated, the right moment for the launch of Amazon Prime's new original series "Un Extraño Enemigo", which under the slogan "October 2, do not you forget?", let us see that the series is inspired by this important date.

The premiere of "Un Extraño Enemigo" should become a reference on October 2 in the country, since it was necessary to connect this historical fact in a forceful way to the launch of the series; with the aim of reaching more than 2 million views on the day of the premiere organically.

Idea

The Live Trailer. The first trailer that you can't see but you can feel it.

A sensorial live experience for the launch of the Prime Original series "Un Extraño Enemigo" which revived the massacre of the 68 and became an act of collective memory without precedent with the use of technology, stunts, lights, surround sound and the performance of a helicopter.

Strategy

The core of our audience is men and women aged 25 to 35 years, who are interested in political and historical topics, addressed in films and series of police themes, political thriller and drama.

Execution

A few hours after the Mexican government accepted that the student slaughter was a state crime; we summoned influencers, media, actors and the public in general at the Plaza de las Tres Culturas in Tlatelolco (the place where the killing took place), to revive that event with the use of technology, lights, sound, actors in a performance and even a helicopter .

It is worth mentioning that during the experience were present survivors of 68 who gave testimony of having finally felt a tribute to their struggle and their fallen comrades at the hands of the government.

Outcome

More than 27 media talked about the experience and generated unpaid notes about the event and the great launch of the series.

The day of the event we had more than 3.6 million organic views of the series; placing "Un Extraño Enemigo" as one of the best releases of the brand within its platform competing even with international titles.

The biggest outcome is how people endorsed the series and the campaign using the hashtag # UnExtrañoEnemigo as protests flag to commemorate the 50th anniversary of the slaughter.

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