Years later, this day became a national holiday for schools - named Student Day - coinciding with Spring Day.

Over time, the festive atmosphere of spring and the closure of schools due to holiday led to the creation of a unique tradition for students to gather and celebrate, and Bosques de Palermo historically became the epicenter of these gatherings.

With limited financial resources and a strong desire to 'get to know each other better,' teenagers have had no qualms about displaying their physical affection in public.

On ‘Student Day’ in 2023, the final season of Sex Education was launched in Argentina. What better opportunity to capitalize on this unique local tradition and promote Sex Education? The target audience was right, the timing was perfect, and the location unbeatable.

The creative idea centered around transforming a car into a visually striking and attention-grabbing installation, strategically placed in Bosques de Palermo.

The car's bouncing motion simulated sexual activity, aligning with the youthful energy and spontaneity of the holiday tradition while fully branding it with Sex Education visuals, ensuring immediate recognition and association with the series.

We also encouraged those who gathered round the stunt to organically share on TikTok and other social media, ensuring that the broader topic of sex education became a trending topic for open discussion, free from taboos or euphemisms.

The F***ing Car activation achieved remarkable results: 300.2 million impressions, 35.1 million reach, and 6.5 million interactions.

The series topped Netflix Argentina's ranking shortly after its release, indicating a significant increase in viewership and brand engagement. The activation also contributed to fostering positive sentiment towards Netflix, achieving the objectives set forth in the brief.

But the most significant outcome was that people in Argentina and around the world were openly discussing sex, mirroring the approach of the show, without resorting to euphemisms or taboos.