Georgina’s Billboard Collection

I Am Georgina is a reality TV show that showcases the glamorous lifestyle of model, influencer and Cristiano Ronaldo's wife, Georgina Rodriguez. And beyond these accolades, she's known for one more thing her unmatched bag collection. So to launch Season 2 of her Netflix show, we turned the advert for it into her object of desire. That's right. We put up an 850m2 advert in Madrid's main street announcing both the show and the campaign idea: that the billboard would become 200 one-of-a-kind bags that people could win. Thousands tried to get one by sharing a photo of the billboard with #IWantMyBagGeorgina (original hashtag #DameUnBolsoGeorgina). The campaign took the internet by storm, and the bags helped the show top the charts in Spain, and stay in the top 10 globally for 4 weeks.