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Netflix conducts Daredevil out-of-home campaign

Streaming video service Netflix has begun an out-of-home campaign promoting the second season of its original series Daredevil, which begins on March 18. The campaign, developed by DDB Canada of Vancouver, makes use of billboards depicting the three superhero characters in the show. The creative encourages consumers to support their favourite character by posting on social media sites using one of three campaign hashtags. The creative will be altered every 48 hours leading up to the start of the season to reflect battle damage according to which character is winning. The execution, located at Yonge-Dundas Square in Toronto, uses the tagline, "Join the Fight."

"Daredevil is extremely popular in Canada and the fighting billboard series is a fun way to introduce new characters and get fans involved in anticipation for the show," said Dean Lee, executive creative director of DDB Canada Vancouver.

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