Netflix’s Daredevil Characters Physically Damage Each Other’s Billboards in Hashtag Fight

DDB Canada's installation in Toronto

Duelling billboards are a time-honored advertising tradition, going back to Newcastle/Stella Artois and Audi/BMW. Now, Netflix introduces a novel twist on the genre—billboards on which characters from a show battle each other.

DDB Vancouver created the new installation in Toronto's Dundas Square for Season 2 of Netflix's original series Daredevil. Three billboards feature the three main characters—Daredevil, Punisher and Elektra.

Pedestrians are encouraged to "join the fight" by using #Daredevil, #Punisher or #Elektra to support one of the characters. Every 48 hours, the character with the most hashtag mentions inflicts actual physical damage on the other boards, including bullet holes, slashes, bruises and 3-D weapons.

"Daredevil is extremely popular in Canada, and the fighting billboard series is a fun way to introduce new characters and get fans involved in anticipation for the show," says Dean Lee, executive creative director at DDB Vancouver.

Client: Netflix
Agency: DDB Canada Vancouver
Chief Creative Officer: Cosmo Campbell
Executive Creative Director: Dean Lee
Associate Creative Director: Daryl Gardiner
Copywriters: Daryl Gardiner, Jon Mandell
Art Director: John Larigakis
Business Director: Roger Nairn
Strategists: Rob Newell, Jacqueline Lee
Agency Producer: Matthew Sy
Retoucher: Pierre Bourjo
Character Artwork: Ignition Creative
Out-of-Home Production: Clear Channel Canada
Media Agency: MEC Global