We transformed the Morris ad columns on the Champs-Elysées into giant hourglasses filled with white powder, counting down the 72 hours before the world release of the new episodes. The entire idea was based on the assumption that people would spontaneously take pictures and comment on whether it was appropriate and ethical or not.

After building the giant hourglasses in a specialized factory we installed them overnight on 3 key spots of the Avenue, then filled them with the white powder in sufficient quantity to trickle until the D-day.

On Sept. 1st, the last grams were live streamed on Facebook. At nine on the dot, as soon as they trickled out, the first episode of Narcos 3 became available online.

International media got hooked and generated intense debates on social media. All this online buzz allowed us to reach more than 1.8 million people on the last 3 days before the release.