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5 fully wrapped bus shelters across LA promoted the launch of Altered Carbon, a Netflix original series based on a book published in 2002 by the English author Richard K Morgan. The story, questions human existence, life, death and the afterlife, all in a futuristic urban setting.
Each bus shelter housed a custom “breathing” mannequin in a plastic bag – matching exactly the way a “sleeve” is stored in the Altered Carbon world. The mannequin felt and looked like a real person.
“Almost everyone we talked to tonight said that they’ll be checking out the series tomorrow because of this very strange ad”
– CBS Los Angeles
People were compelled to touch the breathing mannequin and were freaked and delighted that it felt just like a real person. The ad generated impressive press, media and social coverage as the ad undeniably left an impression!