BRIEF > Develop a campaign that gets more UK audiences to consider, explore, try watching and talk about non-English language films and series on Netflix.
BACKGROUND > The internet has brought the world closer. But due to algorithms, we're only exposed to content that confirms our own cultural and ideological bubbles. This can make us less empathetic towards people who are different from us in the long run.
INSIGHT > Studies show that films and series can create a bigger understanding for other people. So consuming content from other cultures could increase our knowledge and empathy for them.
SOLUTION > Change Your Views - a Netflix campaign that lets users change their views with someone from a different part of the world. With the purpose of letting films and series broaden their perspective. Making the foreign more familiar.
RECOGNITION
D&AD Young Blood Graphite Pencil
On Netflix site you’ll have the option to change views with someone from a different part of the world.
INTERFACE
To get people’s attention and hit close to home we created digital ads that generate messages from data collected from the surrounding neighbourhood.
DIGITAL OOH
To get real personal we headed to Tiktok, a medium that is well known for their algorithms. The ads are generated by collecting data from the user, so that the message can get real personal.
TIKTOK ADS
Another place you easily get stuck in the same views is Youtube. So after a while of binge watching you will get a pre-roll with a message directed to you personally, based on what you’ve been searching and watching.
YOUTUBE PRE-ROLLS
