Netflix: Heart of Stone – "Watch Her Action" Billboard

CREATIVE

Heart of Stone "Watch Her Action” Billboard

Heart of Stone faced two major challenges in the Thai market:
(1) It was in a foreign language; and
(2) Most action fans (mostly male) prefer male action protagonists.

(Of course, we were also only allowed to use one of four very similar images of Gal Gadot. Challenge accepted!)

We targeted Rajadamnern Stadium, a male-dominated action arena, for a billboard takeover. As a highly-anticipated muay thai boxing match took place, Gal Gadot took centrestage, staring down male boxers as we issued the ultimate challenge in testosterone central: You call that action? Watch me.

The result? A risky billboard takeover, for a record-breaking 5.9 million viewership.

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Some activations that got killed (because of timeline):

Client: Netflix Thailand