The Unlikely Alliance - Netflix
Ending the Eternal Rivalry Between Books and Films
Pedro Páramo by Juan Rulfo (1957) is a cornerstone of Mexican literature—so iconic and revered that any attempt to adapt it for the screen was long considered untouchable. So when Netflix announced a film adaptation, it was met with widespread skepticism. Could a movie ever do justice to such a deeply rooted classic?
To shift the narrative, we created an unexpected alliance with Librerías Gandhi, Mexico’s most beloved bookstore chain, famously known for its witty, book-first campaigns that often poked fun at film adaptations. It was a bold move: teaming up with the ultimate book lovers to turn doubt into anticipation.
Together with Netflix and Gandhi, we transformed a long-standing rivalry into a moment of cultural excitement. What began as playful tension evolved into a striking visual campaign: towering billboards featuring both brands in their signature styles. Gandhi’s unmistakable yellow read, “Fans of Pedro Páramo’s film,” while Netflix’s sleek black countered with, “Fans of Pedro Páramo’s book.”
For once, it wasn’t books vs. film thanks to The Unlikely Alliance.
Pedro Páramo by Juan Rulfo (1957) is a cornerstone of Mexican literature—so iconic and revered that any attempt to adapt it for the screen was long considered untouchable. So when Netflix announced a film adaptation, it was met with widespread skepticism. Could a movie ever do justice to such a deeply rooted classic?
To shift the narrative, we created an unexpected alliance with Librerías Gandhi, Mexico’s most beloved bookstore chain, famously known for its witty, book-first campaigns that often poked fun at film adaptations. It was a bold move: teaming up with the ultimate book lovers to turn doubt into anticipation.
Together with Netflix and Gandhi, we transformed a long-standing rivalry into a moment of cultural excitement. What began as playful tension evolved into a striking visual campaign: towering billboards featuring both brands in their signature styles. Gandhi’s unmistakable yellow read, “Fans of Pedro Páramo’s film,” while Netflix’s sleek black countered with, “Fans of Pedro Páramo’s book.”
For once, it wasn’t books vs. film thanks to The Unlikely Alliance.
