Three Marvel superheroes are currently slugging it out high above Toronto’s Dundas Square as part of the promotion for season two of Netflix’s original drama series Daredevil.
The streaming video service worked with DDB Canada Vancouver and MEC to create a series of “fighting” billboards utilizing Clear Channel Outdoor Canada’s massive Atrium on Bay Media Tower.
The execution uses four static boards accounting for more than 9,000 square feet of space overlooking one of the city’s most highly trafficked areas. The execution includes the Netflix and Daredevil logos, as well as images of the show’s three main characters: #Daredevil, #Punisher and #Elektra.
The board invites consumers to “Join the fight” by voting for their favourite character using the three hashtags on Twitter, Instagram and Facebook. Netflix Canada is also promoting the battle on its social media feeds.
The boards were erected on March 8 and are being updated every 48 hours to reflect consumer voting, with damage including bullet holes, slashes, bruises and 3D weapons being added to each character’s billboard.
“It’s as if they are fighting each other,” said DDB Canada Vancouver art director John Larigakis of the execution, which runs through the show’s March 18 premiere on Netflix.
DDB Canada Vancouver copywriter Jon Mandell said much of the online buzz about Daredevil has been focused on the new characters Punisher and Elektra, while the hype around season one reflected the show’s elaborate fight scenes.
“When we were thinking about promoting the second season, and heard that Punisher and Elektra were joining the show, the first thing we thought was ‘What would that fight look like and how could we bring it to life?’” said Mandell.
Larigakis said out-of-home made sense for the execution because of its scale and ability to connect with consumers via social. The static boards also add a layer of realism to the execution, he said.
Mandell said the agency had to plan for all possible outcomes to ensure the execution. “We mapped out all of the different combinations of damage that could occur depending on which character was in the lead,” he said. “Every second morning we’ve been meeting with Netflix and our social team to tally up the numbers and decide which boards will have damage added to them that day, with the installation team standing by to hear the results.”
The out-of-home execution is also designed to capitalize on the annual Toronto ComiCon event, which kicks off Friday, and is expected to attract sizeable crowds to the city.
