| One Show 2017 | ||
|---|---|---|
| Direct Marketing | Digital: Social Media & Viral Marketing | Merit |
| Social Media | Social Engagement: User-generated Content | Merit |
Category: ENTERTAINMENT / GAMES / TOYS
Advertised brand: Netflix
Advert title(s): The Unbreakable Preview
Headline and copy text (in English): Luke Cage. For an unbreakable man, an unbreakable series.
Advertising Agency: Ogilvy, Paris, France
Executive Creative Director: Emmanuel Lalleve
Creative Director: Regis Boulanger, Romain Repellin, Nicolas Lautier
Art Director: Allan Huon
Copywriter: Chloé Lefour
PRODUCER: Muriel Benitah
AGENCY PRODUCER: Antoine Bagot
CONTENT STRATEGIST: Amélie Delacour
CREATIVE TEAM:
Christophe Neyret
Margot Paquien
Nadia Lasfar
Published: May 2017
Description:
Luke cage, a Netflix originals series, features an unbreakable hero whose skin became impenetrable after a freak experiment.
To launch the series, Netflix took the crazy decision to send the entire first season to french journalists and to the marvel fans, but the USB key containing all the episodes was locked inside an unbreakable box as impenetrable as Luke cage's skin.
Journalists and influencers took the race to be the first to break the unbreakable box to social media. Everyone chimed in with helpful advice. A top french hardware chain even took part in the challenge and tweeted professional solutions.