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Category
Social Engagement / Community Building
Annual ID
OS_SM17024S
About the Work
While getting ready to launch Narcos Season 2, we had to find out what gave the show its cross-cultural magnetism across borders. While conducting social listening from activity around Narcos Season 1, we found one tiny nugget that inspired the concept for Season 2. “Watching Narcos has taught me more Spanish that I learned in high school.” - @lauren_schattle And so, Narcos’ Spanish lessons were born. The stars of the show became the tutors in branded content videos. Each character gave a lesson teaching words in Spanish you don’t exactly learn in grammar school: Coma mierda (ko-ma-mee-err-dah): eat shit. Hijo de puta (ee-ho-day-poo-tah): son of a bitch. Malditos Malparidos (mal-pah-ree-doh): Damn bastards. Nine Spanish lessons were shared organically on Narcos’ social channels. Audiences were able to find them if they were already fans of the Narcos pages, or if one of their friends shared it from the Narcos page.
2017 Awards
Total Points: 15
Silver Pencil
Credits
Agency
ALMA DDB. / Miami
Chief Creative Officer
Luis Miguel Messianu
Alvar Sunol
Chief Digital Officer
Michael Sotelo
Creative Director
Iu La Lueta
Editor
Rick Morales
Agency Producer
Jorge Espinosa
Content Strategist
Carly Sutherland
Gabriela Benitez
Samantha Lemoine
Creative Team
Beatriz Torres Marin
Gabriel Ferrer
Luis Aguilera
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