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Mr Robot - Mediaset Premium

How do you launch a tv series about hackers? By hacking any media at your disposal. Working with Mediaset Premium, we developed an integrated campaign to build buzz and conversation around Mr.Robot. Our platform of unconventional teaser activations included the hacking of a massive billboard through video-mapping, hacking Italian VIPs social networks to boost social engagement and, to top it all of with TV, the interruption of prime time regular programming with an "address to the Nation", just 24 hours before the unveiling of the campaign. The results? Spontaneous PR coverage, viral online buzz and through the roof awareness.


Advertiser: Mediaset Premium

Creative Agency

Executive Producer: Ivan Merlo

Executive Creative Directors: Livio Basoli; Lorenzo Picchiotti

Producers: Patrizia Gatto; Valentina Mentasti

Senior Copywriter: Nicolò Carrassi

Senior Art Director: Luca Riva

Agency Manager: Lorenza Patella

Director: Ivan Merlo


Editor: Seba Morando

Post Production / VFX

Post Production Company: Proxima

Visual Effects Artist: Nico Angelone & Francesco Briganti

Category: Publications and media , Tv and radio

Genre: Activation, Digital, PR