"Oh, white Christmas" The Spanish equivalent of the English “Dreaming of a White Christmas”) Christmas is a time of the year that people hold very dear. It is a time when greetings and good wishes are a significant aspect of everyday life, and advertising too. The second season of the Netflix series Narcos was giving its own powerful Christmas greeting, with irony and sarcasm, by using a popular seasonal phrase with a double meaning.

The billboard was placed in one of the city’s most central locations, the epicenter of Christmas in the city that drew thousands of people through it every day. And just like that, BOOM! everybody was talking about it. The debate grew even bigger when the Colombian government asked for the billboard to be removed immediately Madrid city hall refused to do so, and in the mean time, people just kept commenting on the issue. As a third wave of PR, the controversy was even used by the Spanish Police to its own advantage.

Earned Media 4.000.000€

%1.500 ROI

1.600.000 Total Impressions