Red Notice

Agency

TBWA Kuala Lumpur

Client

Netflix

Product/Service

Movie Streaming

Brief

Red Notice is the biggest movie in Netflix history. To launch the film, they tasked us with creating a campaign that’ll propel Red Notice to the top spot on Netflix Malaysia’s most-watched list. But how do you get Malaysians excited to watch a heist film when they’ve seen 24/7 coverage of the mother of all heists in the 1MDB scandal?

Solution

To drive excitement for the film, we went on-ground and did the unthinkable:
• We liberated Astro’s corporate sculpture from their HQ’s front door
• Stole from outdoor billboards with extremely high traffic

We also performed heists through different mediums like Digital, Print & TV. From prime-time Live TV Shows and media personalities to newspapers, Live News and even the humble YouTube pre-roll ad. Nothing was safe.

At the end of the campaign, be it the stolen items from on-ground or other mediums, we showcased them all in our 3D “Museum of Things We Stole” on Pavilion Elite’s iconic outdoor LED screen.