Netflix made a line of handbags from the material of this enormous ‘I Am Georgina’ billboard

David Madrid led a campaign to turn advertising for Georgina Rodríguez’s show into sought-after collectibles

Published On
Apr 03, 2023
Giant "I Am Georgina" billboard in Madrid, and a bag that was made from the billboard material

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Numerous campaigns over the years have given billboard vinyl a second life, and now Netflix joins in the fun with a fashionable effort in Spain supporting the docuseries I Am Georgina.

The show focuses on Georgina Rodríguez, fashion star, influencer and the partner of soccer great Cristiano Ronaldo. Last month, a giant billboard went up in Madrid advertising the second season—and now, the billboard is being cut up and made into a line of exclusive handbags.


Passersby have been encouraged to take a photo of the board and share it with the hashtag #DameunbolsoGeorgina (“Give me a Georgina bag”) along with an explanation of why you deserve one of the bags. 

“Georgina is a cultural icon, and to launch the second season of her show, we had to do something that the world had never seen before,” said Saulo Rocha, chief creative officer at David Madrid. “Making a line of bags from a billboard we thought … that’s quite something!”

A bag made of material from Netflix’s giant "I Am Georgina" billboard in Madrid

Bags made of material from Netflix’s giant "I Am Georgina" billboard in Madrid

A bag made of material from Netflix’s giant "I Am Georgina" billboard in Madrid

Actually, something similar has been done before—in 2009, when Target took the vinyl from its Times Square billboards and restyled it into 1,600 limited-edition tote bags designed by fashion icon Anna Sui.


Apr 03, 2023
Client :
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Saulo Rocha
André Toledo
Creative Director :
Ana Martín Pérez
Creative Director :
Jose Sancho
Head of Art :
Camilo Jiménez
Art Director :
Francesc Enrich
Copywriter :
Maud McCaffrey
Head of Social Media :
Alex Sánchez Mas
Head of Account :
María García Herranz
Global Group Account Director :
Lucila Mengide
Account Supervisor :
Adriana Gonzalez
Account Executive :
Judit Muñoz Valero
Production Director :
Alejandro Falduti
Production :
Sebastian Arce
Global PR Director :
Sandra Azedo
Marketing Production Manager :
Juan Muñoz Llorente
Social Marketing :
Marta Hurtado de Mendoza
Marketing Manager :
Cai de Frutos
Media Agency :
Production House :
Sal Gorda
Director :
Cecilia Conde
Photography Director :
Paco Gelardo
Photographer :
Cuco Cuervo
Producer :
Celia Garcia
Photo and Artistic Team :
Mirta Rojo
Photo and Artistic Team :
Óscar Calleja
Photo and Artistic Team :
Juan Martinez
Photo and Artistic Team :
Mónica Oliver
Photo and Artistic Team :
María Morillas
Textile Management and Production :
Arantxa Mendez

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