Harry Hole took over Oslo – and the facades
Ahead of the Netflix premiere of Harry hole Oslo has taken on an unexpected role in the launch. On Wednesday, March 25, several of the city's most famous buildings – including Østbanehallen, old Deichman, Majorstuhuset, Oslo Street Food (Torggata bad) and the Nobel Peace Center – were transformed into part of the Harry Hole universe through projected messages from an unknown adversary.
Messages like "My plan is on track, Detective Hole" og "The next chapter starts on Netflix tomorrow" appeared on facades all over the city, giving passersby the feeling that the story had leaked into reality. The reactions were immediate: people stopped, filmed, took photos and shared on social media.
Oslo as a crime scene
The projections reinforced the dark and urban feel that characterizes the Harry Hole universe. By letting the message unfold after sunset, the city became a living part of the story – long before the audience pressed play at home on the couch.
Strategy, locations and the power of OOH
Netflix chose some of Oslo's most iconic buildings to create powerful, shareable moments. With light, movement and large surfaces, the projections appear to be far more than traditional advertising.
JCDecaux has assisted with strategic placement, location access and technical implementation – including testing of visibility, lighting conditions and angles. The campaign is simultaneously amplified across JCDecaux's extensive Oslo network, and the message is consequently visible both in the urban space and in the everyday lives of Oslo residents.
OOH as an experience platform
The campaign shows how outdoor advertising can create physical experiences that leave a mark – while also contributing to organic SoMe sharing at scale. When strong stories are connected to iconic places, the city becomes an extension of the narrative.
Harry Hole hasn't just taken over the TV screen. He's taken over all of Oslo.
