Netflix: Case study

Credits & Description:

Brand NETFLIX
Entrant DUDE MILAN
DUDE Milan, Italy Entrant Company
DUDE Milan, Italy Idea Creation
DUDE Milan, Italy Production
Livio Basoli + Lorenzo Picchiotti DUDE Executive Creative Directors
Nicolò Carrassi DUDE Senior Copywriter
Luca Riva DUDE Senior Art Director
Elena Panza DUDE Account Director
Anna Norelli DUDE Account Manager
Matteo Pecorari DUDE Integrated Production Director
Laura Boy DUDE Event Manager
Resolute Studio Resolute Studio Projection Mapping
Ivan Merlo Executive Producer Executive Producer
Simone Raddi DUDE Producer
Seba Morando DUDE Post Production Supervisor
Daniele Dalle Piane DUDE Senior Film Editor
Marco de Benedictis DUDE Motion Designer
Entry Summary
Milan is the Italian capital of business and nightlife, a city packed of influencers who use social networks as a tool to increase their own popularity. This rush to fame has brought tons of youngsters to share any aspect of their life, from food to their daily experiences.
To launch the 4th season of Netflix’s Black Mirror, we conducted an unprecedented social experiment: we imagined what an extra episode of the series would look like and we turned it into a real life experience.
For 2 days, we created a unique restaurant in which the guests’ influence on social networks decided if they could get in or not, how much they could eat and how long did they get to stay. By turning their social footprint into real world currency, we forced our guests to question their relationship with technology and the social world.
Brief Explanation
To launch the 4th season of Black Mirror, we created a temporary restaurant in Milan where our target could test its controversial relationship with technology and maximize our return in term of conversation, buzz and w.o.m.
At the entrance of the Black Future Social Club, people were divided in influencers and everyone else. To be recognized as influencer, guests had to show their IG profile. Depending on the followers amount, they were provided with a bracelet which determined the food that they could afford.
Depending on the likes obtained by their food picture shared on IG, they could have the chance to get a second drink. If they didn’t reach our standard, they were asked to leave.
While the influencers were inside, we also provided an area where people could earn new followers through disturbing tasks, such us entering in a glass case and exposing themselves to the public's judgment.