Juan Gabriel – The Ballad of Alberto
Netflix · 2026
1 award: Cannes
Strategic insight
Instead of promoting a documentary, Netflix created a live concert that made watching the film feel like access to a shared national moment. The work bet that Mexicans wanted to experience Juan Gabriel communally, not consume his story privately.
Business Result
The concert drew 170,000 attendees—143% above the 70,000-person target—and became Netflix's largest single-venue live event in history. The documentary ranked number one on Netflix Mexico for three weeks and top ten globally for non-English content across two consecutive weeks.
Earned Reach
The campaign generated 407 million social impressions and 7.9 million engagements. The Zocalo event alone accrued 75 million impressions. Earned media produced 2,860 news stories in Mexico—six times the coverage of F1 Mexico.
