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

We went on a digital heisting spree to create buzz for the film and let people experience the thrill of the heist online. Through social media, we released a film featuring Chef Wan where we stole eggs from his set. On YouTube, we hijacked pre-roll ads of other brands. After stealing from media personalities during Live TV broadcasts, footage of these heists were uploaded online for all to see.

At the end of the campaign, we showcased the stolen items in our digital installation, “The Museum of Things We Stole”, on Pavilion Elite’s iconic outdoor LED screen.