Netflix staged DVD bunkers for a cyber-attack thriller's premiere in Bogotá

Generate excitement for a premiere about a cyber attack that cuts a family — and the world — off from everything, by making passersby imagine losing Netflix itself.

Containers placed at Bicentennial Park and 93 Park simulated anti-cyber-attack shelters, stocked with everything from classic movies to the platform's latest releases on DVD format. Curious people who photographed the containers learned that in case of emergency they could enter and find their favourite entertainment waiting.

No measured results are given. The stunt invited the public to reflect on how much daily life depends on technology, and to watch the film that asks the same question.

The movie 'Leave the World Behind', which premiered on Netflix on 8 December 2023, is a psychological thriller starring Julia Roberts, Ethan Hawke, Mahershala Ali and Kevin Bacon, based on Rumaan Alam's best-selling novel: a family renting a dream beach house is interrupted by a mysterious cyber attack that isolates them from the world. To launch it in Colombia, agency The Juju Argentina asked Bogotá a question: can you imagine a world without Netflix?

At Bicentennial Park and 93 Park, containers were placed that simulated anti-cyber-attack shelters, where all Netflix content was stored on DVD format — so that if the world is left without the internet, no one has to give up their favourite entertainment. Curious people who took photos now know that in case of an emergency they can enter the container and find everything from classics to the latest platform releases.

LBB reported the campaign on 12 December 2023 as an original and fun way to invite the public to watch a movie that makes you reflect on what we depend on technology for. No reach or campaign results are given in the report.

The film's plot device — losing connectivity — becomes a physical object you can photograph and step inside.

Obsolete media (DVDs) is the punchline: the backup plan for the end of the internet is 2003's technology.

Siting the bunkers in two busy parks put the joke in front of commuters, not just fans.

The scale of the 'archive' — all of Netflix on disc — stretches the premise just into absurdity.

Act out the catastrophe your product prevents — or in Netflix's case, the one its story depicts — and the prop becomes the poster.

LBB reported the campaign on 12 December 2023, four days after the premiere. The report credits the idea to The Juju Argentina and gives no follow-up results.