Netflix • Strappare lungo i bordi • Italian Launch

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After the success of his Graphic Novels, the first animated series of Zerocalcare arrives on Netflix: Tear Along the Dotted Line. The author was loved by the public for his ability to represent the thoughts of an entire generation through long turns of words full of anxieties, worries, and introspection in an ironic tone of voice,
able to make us digest even the most bitter of realities. For this reason, his writing was enhanced, creating an entire launch campaign - including billboards, domination in Rome Termini, press, and TV - in full Zerocalcare style.

A different copy for each space for more than 20 cartoons creating a true domination of the Capital.

Delays, rides, weather changes and his beloved Rebibbia. At Termini Station and all along Rome's metro, Zerocalcare tried to talk about his new series, clashing with the many distractions and worries of everyone there.

The format chosen is the least suitable for advertisements: the long copy. But in this case it was perfect for consistency with the author's style. During the long waits at bus stops and in the city traffic, Zero cheered up the citizens who were probably annoyed or cold at the time (it was November) by draw a smile with very long balloons that made them feel perfectly understood. He knows perfectly well how people feel.

The same work was also done in print, intercepting insights from the specific magazines and newspapers we appeared in. In this case, Zerocalcare was apprehensive at the idea of having to tell the public about his new series by interrupting the reading and flow of thoughts of far more serious and more important topics such as the national press.

And if in print he was afraid of disturbing, on TV he took the opportunity to ask the stars of the biggest Netflix hits for advice. While he was first appearing on the platform they would surely know how to advise him how to succeed and not disappoint the audience.