✏️ Yellow Pencil
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✏️ 2X Graphite
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Webbys: Peoples Choice
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🏆 Clios: Gold
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🏆 Clios: Silver
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🦁 Shortlist
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✏️ Yellow Pencil - ✏️ 2X Graphite - Webbys: Peoples Choice - 🏆 Clios: Gold - 🏆 Clios: Silver - 🦁 Shortlist -
One story away.
I honestly had to pinch myself throughout this process. Because in the midst of a global pandemic, we had the opportunity to come together as a global agency and tell the untold story of a global brand that stands for so much more than the entertainment they provide.
And by putting us in other people's shoes and shifting our perspectives to make us see, feel, and understand the world in a more empathetic way, we all understand that we’re never more than one story away from each other.
Phase 1.
The campaign was released to the world in an iconic moment coordinated across 27 countries. The creative featured a black background and the iconic timeline, delivering on a range of messages that speak to the overall evolution of empathy our viewers experience across the Netflix universe.
The launch was seen as a full page spread in the New York Times, a global OOH takeover and of course on broadcast TV.
Phase 2.
This campaign is about the power of story. And Netflix happens to have a colossal library of ‘em that we had the joy of turning into journeys of empathy undertaken by Netflix viewers.
This is the real meat of the campaign and can be found in pretty much every major city on earth.
Case Study
The Team
CCO Hugo Viega
CCO Diego Machado
ACD Graham Davis
ACD Eduardo Nose
ACD Mauricio Dias
GCD Tim McDonnell
The Press
Last words.
There’s just something so exciting about a global brand campaign. It’s my favorite kind of challenge because it’s such a strategic exercise. To truly find something simple and universal that encapsulates the work of hundreds of thousands of individuals.
This campaign had one of those “why i’m in advertising” moments. I was driving down Sunset Blvd in my little ‘98 BMW M Roadster. As i drove, i saw the takeover of the Netflix billboards, one after the other. Months and months of work from my office/bedroom/pandemic panic room culminated in a single moment that i likely won’t ever forget.