What makes a horror story scary, says Netflix, is that it could become real. So, to promote its horror content, and remind viewers of the thrill of fear, Publicis Italy and Netflix created a billboard whose evil figure stalks passers-by.
From within and outside the billboard.
The malevolent ghoul follows people who walk along the billboard and just when they think they are safe, it leaps out.
The stunt, A Classic Horror Story, was activated to coincide with the release of an Italian film of the same name.