SkyShowtime needed to launch The Day of the Jackal in a saturated streaming market, with limited brand recognition and a title at risk of feeling too familiar to feel urgent. Instead of pushing a conventional trailer, we looked for a faster route to relevance. Yusuf Dikeç’s rise during Paris 2024 gave us that opening. His precision, stillness and mystique mirrored the Jackal so naturally that he became the perfect bridge between pop culture and the series.

We turned that overlap into a fake trailer built to feel real enough to trigger speculation. By placing Yusuf inside the show’s universe, we created a launch audiences wanted to decode, share and debate. The idea then expanded into contextual OOH across 11 European countries, using local landmarks and exact distances to dramatise the Jackal’s precision market by market.

The result was scale without paid dependence: 50M+ views, 2M+ interactions, 120+ media publications, multiple TV appearances, and SkyShowtime’s most successful campaign to date.