Christmas is big in the Philippines, and Netflix wanted to promote 6 new film titles. Objective: Come out with a material to convince Filipinos to watch the 6 Netflix films.

But how do you do it, when the 6 titles are TOTALLY UNRELATED to one another? We took inspiration from the person associated with Christmas in the Philippines, and made him the campaign handle: 'Ninong.'

'Ninong' is the Filipino word for ‘godfather.’ The person who sponsors a child during their Catholic baptism. The ones who are expected in the Philippines to give money to their godchildren on Christmas. That’s why they go hiding during the season, Filipinos joke.

The idea: Filipinos can find him... in the Netflix Christmas trailer featuring the 6 new titles it’s launching during Christmas.

We cheekily inserted Ninong in the frames of the trailer to make it look like he was really there when they were shot. We challenged Filipinos to look for godfather—so they saw Netflix’s trailer over and over again till they were convinced to see the films. Entertainment film trailer meets brand advertising, a la Netflix.

We posted the trailer on Netflix's Facebook page, and created a digital activation around it--all the create noise about the 6 new titles Netflix was launching in the Philippines during the Christmas season.

The trailer was shared 17,000 times. 'Bridgerton,' 'Sweet Home,' 'The Midnight Sky,' and 'Hello, Love, Goodbye' all landed on the Top 10 list of the most watched Netflix films in the Philippines in December 2020.