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

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.