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Netflix Altered Carbon breathing bus shelter billboard, LA, JCDecaux NA

Concept

LA residents stopped in their tracks at the sight of breathing people trapped inside plastic packaging in bus shelters; until they realise that the special builds were promoting the release of Netflix’s latest original program Altered Carbon.
Netflix Altered Carbon breathing bus shelter billboard, LA, JCDecaux NA

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.

Netflix Altered Carbon breathing bus shelter billboard, LA, JCDecaux NA

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.

Impact

Netflix Altered Carbon breathing bus shelter on CBS News LA

“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

Netflix Altered Carbon breathing bus shelter billboard, LA, JCDecaux NA

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!

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