The brief was to introduce the new Netflix series Better Call Saul to the French and make its release a true event. Netflix already communicates about its series through its well-crafted trailers. The challenge was to bring a fresh and innovative approach for the show's promotion in France, and of course, by being relevant and conveying the show's identity.

Our strategy was designed to create word-of-mouth and proximity with the French audience by relevantly speaking to the consumer instead of simply selling him the show. In fact, each one of our ads was a truly useful and vicious tip.

The campaign generated a lot of earned media: many people took photos and videos to post them on social networks as they felt genuinely spoken to. Influencers too talked positively about the campaign and enjoyed their tailor-made messages.

Our diverse and entertaining tips aroused people's curiosity and created proximity with the French.

The advertising press gave a lot of praise and even the national consumer press wrote very enthusiastic articles about our campaign.

Whereas classic ads (trailers) have only triggered discussions around the show itself, most people positively mentioned Netflix on social networks when reacting to our vicious outdoor campaign.

The creative execution was relevant to the product (Netflix's Better Call Saul series) because it brought to life Saul's character. In fact the main character Saul Goodman is the criminals' favorite lawyer. Thus, we showed the French what he does best: give dodgy tips, ready for use.

We crafted each message to perfectly fit in each situation : malls, subway and railway stations, movie theaters.

Saul had over 50 different vicious tips placed in over 1000 digital screens throughout France for 2 weeks and in targeted Parisian street spots.

The French loved Breaking Bad but fewer people knew Saul Goodman. Our strategy was designed to raise interest and create proximity with the French audience while boldly showing who Saul Goodman is. To do so, we had Saul Goodman directly address the consumers in relevant and entertaining ways. Through our vicious tips we created a relation on the edge of the law with the French, as you would have in the show. We reached influencers (partly thanks to tailor-made messages), fans, and people that didn't know the show. Saul's tips were seamlessly present in their daily lives, for their convenience.