In May 2016, Netflix launched it’s first French Original serie : Marseille. A show starring Gerard Depardieu and Benoit Magimel, as Taro and Barres the two main characters fighting for a seat as the leader of the political scene in the city of Marseille. To make the most out of this highly expected release, Netflix asked Biborg to create the sleekest, most imposing campaign that appeals to a mass audience. The idea : create anticipation by making a national event out of the release of Marseille. We decided to amplify the impact of the crack, symbol of power and destruction within the characters’ relationships, by reproducing it throughout our campaign.We produced a mapping performance live on iconic streets of Marseille with a specialized team : Le3. Together we made out of this impressive visual show, a viral stunt video to boost the launch and demonstrate the feeling of power and greatness of Marseille. We also took over an entire subway hallway in Gare de Lyon, fully branded with Marseille and with a destructive crack sticker that links Taro and Barres at each sides. To complete the out of home digital activations, we also produced not just one, but 4 digiwalls to create mass awareness. On the display campaign, we thought of fully customed concepts and produced high impact formats. A display webkit was live on Le Figaro, Allocine, TF1, Yahoo, on desktop and all mobile devices. On social media, we created a Facebook takeover that cracked newsfeed on the social media platform.