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
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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!”
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.
Credits
- Date
- Apr 03, 2023
- Client :
- Netflix
- Agency :
- David-Madrid
- Global CCO & Partner :
- Pancho Cassis
- Global COO :
- Sylvia Panico
- CCO :
- Saulo Rocha
- CCO :
- 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 :
- Wavemaker
- 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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