NETFLIX - SIX DEGREES
More than any other entertainment brand, Netflix has created an immense library of content that reflects just how diverse and curious its almost 140-million-strong member base truly is. In the face of stories about bingeing and isolation, the brand wasn't getting credit for how it brings us together. We wanted to communicate a simple statistic to prove this isolation narrative false—that every Netflix member shares 6 shows with any other member in the world. Our OOH, digital, and social campaign didn't just tell people they're connected. Instead, we invited them to find the shows they had in common with others in the places they are most in need of a conversation-starter. From the awkward confines of bars, taxi cabs, bathrooms, airplanes, and subway cars, we got people talking to each other.