The face swapping trend, which has seen people using apps such as Face Swap Live, Face Stealer, Snapchat and the Facebook-acquired MSQRD to switch mugs with their buddies, has been on the rise. Marketers like Nat Geo have jumped in, and now Netflix has brought it to the streets of France in an "interactive" billboard campaign out of entertainment agency Darewin.
The out of home ads invite French viewers to become characters from shows including "House of Cards," "Orange is the New Black," "Daredevil," "Unbreakable Kimmy Schmidt" and "Narcos." Posters all around Paris, Lyon, Marseille and Montpellier feature characters like Kevin Spacey's Francis Underwood, Ellie Kemper's Kimmy Schmidt and Wagner Moura's Pablo Escobar, alongside a "your face here" symbol and a set of swirly arrows. The set up is a simple, but clear invitation to passers-by to switch faces with the stars.
Parisians have been tweeting the results using the #NetflixSwap hashtag.