Cannes Lions
DONER , Southfield / NETFLIX / 2017
Overview
Entries
Credits
Description
On the morning of Donald Trump’s Inauguration, we released a cryptic, live-action video of an upside-down American flag set to the eerie sound of little kids saying the Pledge of Allegiance. The video ended with the famous House of Cards intro music and the reveal of the season 5 premiere date. There was no Netflix or show branding other than the music.
Execution
On the morning of Inauguration Day (Jan 20th, 2017), Netflix blindly teased out the video through Netflix’s PR channels and then later in the day posted it to the House of Card’s Facebook page and YouTube channel.
The video generated tons of industry press attention and ignited conversation on social. Fans reveled in the cryptic nature of the announcement and how it alluded to the connections between fiction and reality.
Outcome
Views:
9.8 million views
114,000 Likes
7,200 Comments
13,000 Shares
YouTube
1.4 million views
11,000 Likes
Notable Press:
#1 Ad featured on Creativity on Adweek January 20th, 2017
#6 ON REDDIT’S HOMEPAGE.
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