Desalma

Globoplay, Grupo Globo's streaming platform, announced the launch of its DESALMA series with a strong OOH media campaign planned by Altermark, OOH specialists. The target markets for the campaign were Rio de Janeiro and São Paulo. The challenge for the Alterlabs Innovation Agency was to transfer this series' suspenseful atmosphere to the streets via Out of Home media. The original inspiration came from the setting of the main character's home, The Hague Lachovicz (Cássia Kiss). After studying the series and researching the characters' history, Alterlabs created OOH media points with the same look and feel of the main house from the series. They were able to completely transform the OOH assets and bring the feeling of mystery that the series created, to the public on the streets.