Netflix sought to promote Extraction 2’s unrelenting action to life with a first-of-it-kind OOH innovation: billboards featuring Chris Hemsworth that actually drip “sweat.” Rather than erecting them over busy streets and bustling highways, Netflix and Omelet erected the billboards at sidewalk level. With street-level placement, passersby even have the opportunity to reach out and touch the billboards, seeing the sweat and feeling the intensity of Extraction 2 up close and personal.

Netflix and Omelet worked with tech and production company UNIT9 to pioneer the timed recycled water system that injects the sweat into this first-of-its-kind OOH stunt.

CREDITS

Brand: Netflix

Agency: Omelet

Production: UNIT9

Media: Rapport