Netflix · Argentina · 2025Experiential · OOH · PR Stunts
Darkminito.
Netflix turns Buenos Aires' colourful Caminito into a monochrome world for Wednesday.
- Brand
- Netflix
- Agency
- Monks Buenos Aires
- Market
- Argentina
- Region
- Global
- Year
- 2025
The challenge
Bring the second season of Wednesday into local culture with an experience recognisable beyond conventional entertainment advertising.
The idea
Caminito temporarily takes on Wednesday Addams' black palette. Performances and street details combine the show's gothic character with the neighbourhood's identity, creating a walk-through launch event before the street returns to its usual colours.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Netflix
- Production Company
- Corinthian
- Executive Creative Director
- Pablo Vitale
- Group Creative Director
- Alberto Ezequiel Fernández
- Creative Director
- Martín Racca
- Associate Creative Director
- Federico De Michele
- Copywriter
- Juan Ignacio Orlievsky; Camille Morgan
- Art Director
- Julia Calvo; Alan Daniel
- Design Lead
- Ignacio Giardino
