DON’T LOOK UP

For the premiere of Don’t Look Up, Netflix and La Despensa turned the apocalypse into a reason to smile. The satirical blockbuster by Adam McKay, starring Leonardo DiCaprio and Jennifer Lawrence, inspired an outdoor campaign that played with the idea of finding the bright side if a meteorite really wiped us out. Fake newspaper covers, billboards, bus shelters, and even a meteorite in the heart of Madrid made people look up and laugh at the absurdity of it all.

With a playful, cinematic tone, the campaign hijacked the streets of Madrid and Barcelona, connecting with everyday moments and poking fun at society’s ability to turn any tragedy into entertainment. A disruptive idea that reacted in real time and reminded us that, if the end really comes, at least let it catch us looking up for one last good photo.

Who: Netflix
Where: La Despensa
What: Idea, Copywriting and Art Direction/ Creative Direction
When: 2021