To mark the launch of the season 2 of One Piece, the legendary shōnen burst into the São Paulo subway, immersing commuters in the heart of the new season now available on Netflix. To celebrate the event, JCDecaux and Netflix created a remarkable activation that transformed the transit space into a stage for the series. At the centre of the installation, a circular screen stood like a porthole, inviting commuters to dive into the world of this live-action adaptation of the cult shōnen.
For this campaign, Luffy was literally at the heart of the staging: his elastic arms, emblematic of his power, stretched across the station to wrap around the circular screen. This spectacular gesture symbolised both the character’s boldness and the scale of the One Piece universe, which stepped directly into commuters’ daily lives. The illusion of a physical interaction between the hero and the street furniture amplified the “wow” effect and left a lasting impression. It was Luffy’s way of keeping his promise: becoming, for the duration of a campaign, the true king of the subway.
