NARCOS THE CENSOR'S CUT

Bronze Spike
TitleNARCOS THE CENSOR'S CUT
BrandNETFLIX
Product / ServiceNETFLIX
CategoryC01. Animated Digital Screens
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Media Placement DENTSU X Singapore, SINGAPORE
PR VERVE Bangkok, THAILAND
Production THIS IS IT Bangkok, THAILAND
Production 2 CINESOUND Bangkok, THAILAND

Credits

Name Company Position
João Braga J. Walter Thompson Bangkok Chief Creative Officer
Park Wannasiri J. Walter Thompson Bangkok Executive Creative Director
Jiradej Penglengpol J. Walter Thompson Bangkok Associate Creative Director
Natthaphol Hirunlikid J. Walter Thompson Bangkok Senior Art Director
Veerawin Suksantinunt J. Walter Thompson Bangkok Copywriter
Chatchai Butsabakorn J. Walter Thompson Bangkok Creative Director
Yannapat Boonkate J. Walter Thompson Bangkok Art Director
Kunat Chaengcharat J. Walter Thompson Bangkok Copywriter
Prachawan Ketavan J. Walter Thompson Bangkok Director of Planning
Sakila Banyen J. Walter Thompson Bangkok Associate Planning Director
Siwakorn Seetaraso J. Walter Thompson Bangkok Communication Planner
Supannapa Traitonwong J. Walter Thompson Bangkok Managing Partner
Kunakorn Pramoolsukh J. Walter Thompson Bangkok Client Service Director
Prewprae Tirabulkul J. Walter Thompson Bangkok Account Manager
Saruttaya Mahanavarani Verve Thailand Business Group Director
Pattira Uttaranakorn Verve Thailand Senior Influencer Relations
Jiroj Mechoojit J. Walter Thompson Bangkok Production Director
Jutamas Juntasorn J. Walter Thompson Bangkok Senior Broadcast Producer
Anutra Tepakom This Is It Co., Ltd. Editor
Woott Wimalee This Is It Co., Ltd. Post Producer
Itsara Unnawasakul This Is It Co., Ltd. Flame Artist
Sakchai Kangwanprasert Cinesound Co., Ltd. Sound Engineer
Wancahi Sinprajugkul Cinesound Co., Ltd. Assistant Sound Engineer
Jessica Beaton Dentsu X Pte Ltd. Head of Business
Jaspreet Kaur Dentsu X Pte Ltd. Account Director
Keng Kheng Koh Dentsu X Pte Ltd. Media Director
Stella Tai Dentsu X Pte Ltd. Media Manager
Robin Rose Pulongbarit Dentsu X Pte Ltd. Client Services Manager

Write a short summary of what happens in the ambient or digital execution or campaign.

In this country, everything deemed “inappropriate” cannot be overtly revealed. Even with a rating system, broadcast television and out-of-home media are still censored for anything, from bikinis on a beauty pageant to a cartoon character’s swimsuit. People get frustrated with things being constantly hidden from them. Bringing it out there and above the line made the issue more explicit than ever.

Cultural/Context information for the jury

Netflix was launching Narcos Mexico in Thailand, but to promote it in a country that censors everything - even cartoon characters’ swimsuit - was not a simple task. “Cut out inappropriate content” is a very common comment made by Thai censorship. So common that most advertisers would assume it beforehand and find ways to avoid the comment and the complications it entails. Just like that, no one has thought of literally cutting out inappropriate content from their ads ever before. Except us. Put simply, we designed our campaign by following the law. Playing with the censorship was a shortcut to people's hearts, to a point where the internet came together to help retouch our content to get it past censorship.