Daredevil characters looking worse for wear

DDB stages a Twitter war on the streets of Toronto.


Superhero fights are so on-trend these days. Between the trailers for Captain America: Civil War (Spider-Man showed up you guys!) and Batman v. Superman (which looks less impressive, but still), it seems we might have a summer filled with our greatest childhood heroes beating each other up. But it won’t just be on the big screen, since the second season of Netflix’s Daredevil debuts on Friday, and a campaign promoting it by DDB Canada’s Vancouver office shows The Man Without Fear taking on super-foes of his own in Toronto, instead of in Hell’s Kitchen.

On March 7, the billboards you see above, featuring the three main characters/adversaries from the upcoming season, went up over Yonge-Dundas Square. That might seem like a pretty straightforward approach, but at the same time, the official Daredevil Twitter account was encouraging people to participate in a “war in Toronto” and show their support for Daredevil, Punisher or Elektra by tweeting out the hashtag with their favourite character’s name. Every 48 hours since then, the portraits on the boards have been updated, with the characters showing bruises, black eyes, cuts and bullet holes based on who is doing well (or, more accurately, not so well) in the literal Twitter war.

Here’s what the posters looked like on Monday, showing Punisher and Elektra a little worse for wear. Toronto is clearly Matt Murdock’s turf:



Brand: Marvel’s Daredevil (Netflix)
Agency: DDB Canada Vancouver
Chief Creative Officer: Cosmo Campbell
Executive Creative Director: Dean Lee
Associate Creative Director: Daryl Gardiner
Copywriter: Daryl Gardiner, Jon Mandell
Art Director: John Larigakis
Business Director: Roger Nairn
Strategist: Rob Newell, Jacqueline Lee
Agency Producer: Matthew Sy
Retoucher: Pierre Bourjo
Character Artwork: Ignition Creative
OOH Production: Clear Channel Canada
Media Agency: MEC Global