Campaign details

Brand: Space
Brand owner: Turner
Lead agency: Initiative
Contributing agencies: Reprise Digital, Cadreon
Country: Argentina
Industries: TV channels, services, programmes
Media channels: Content marketing, Online video, Social media
Budget: Up to 500k

Executive summary

Launching a TV series about Carlos Monzón presented several challenges: a television industry that is not booming, aggressive multiplatform competition for on-demand content and a complex character to tell a story about.

Who is Carlos Monzón? An Argentinian multi-world-champion boxer boasting 14 undefeated fights in the 1970s, a member of the jet set and an actor, who is accused killing his wife, Alicia Muniz. A life featuring a mix of sports, romance, entertainment and crime. A character with as many detractors as fans, in a society conflicted by the struggle over gender equality. Monzón meant looking at a true story of the past from a contemporary perspective.