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Sex Education: The F***ing Car • Hitting the Road With a Head-Turning OOH Stunt

  • Client

    Netflix

  • Solutions

    Social CampaignsImpactful Brand ActivationsExperiential Strategy & Production

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Case Study

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We revved up awareness with out-of-home advertising.

Streaming platform Netflix is well known for its range of high-quality, compelling content around the world. One of the platform’s popular series is Sex Education, a British teen comedy and drama series focused on the lives of several characters and their attitudes toward sexual intimacy. To celebrate the launch of the series’ fourth season, Netflix wanted to build buzz with their target audience in Argentina in a way that was authentic to the show’s message.

Igniting public interest through an attention-seeking feat.

To grab the attention of students and prompt viral discussion online, we sought a simple yet powerful approach to out-of-home advertising. The season premiere coincided with Student’s Day in Argentina, meaning thousands of teens would congregate at the famous Bosques de Palermo for energetic outdoor celebrations. Because the park lacks traditional media formats for outdoor advertising, we knew we had to do something truly unique—and ultimately modified a branded car’s shock absorbers, causing it to bounce continuously and give the impression of sexual activity inside.

A unique cultural marketing strategy steered the conversation.

The concept behind the car grew from the insight that Argentine youths are not shy about public displays of affection. This cultural marketing strategy complemented the series’ message, which is to address taboos related to sexual intimacy with the goal to dismantle them. The car—initially a shocking sight to park visitors—was very direct in giving passersby the opportunity to talk about these taboos and ultimately normalize conversations around sex.

  • A yellow car seen from above that is situated in a parc.
  • Two people in a park talking to the audience. A person taking a selfie in front of the yellow F***ing Car
  • Boy and a girl standing next to eachother listening to somebody who holds folders about save sex.

Driving home the message.

The Sex Education car was incredibly effective. The series topped Netflix Argentina’s rankings shortly after the new season’s release. Perhaps more significantly, the buzzworthy intervention prompted people in Argentina and around the world to openly discuss sex and dismantle taboos.

The back window of a car is all condensed from the inside. Somebody wrote 'Sex Education' on the condensation on the window.

Results

  • 300 million impressions
  • 35 million reach
  • 6.5 million interactions
  • 3x Circulo Creativo Awards

  • 1x Cannes Lion

  • 3x LIAs

  • 1x CLIO Award

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The website has been translated to English with the help of Humans and AI

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