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JOURNALISTS VS. RUMORMONGERS
GIGIL, Taguig / NETFLIX / 2023
Overview
Credits
Overview
Why is this work relevant for Social & Influencer?
This work is relevant for Social & Influencer because in promoting Netflix's 'Glass Onion,' it made use of influencers in an unusual way.
Background
Netflix was launching 'Glass Onion,' a sequel to the 'Knives Out' murder mystery.
Objective: Promote 'Glass Onion.'
Describe the creative idea
To promote 'Glass Onion,' a murder mystery, we created another one, and had the country's best investigative journalists solve it...pitting them only against their worthy opponent: the country's most unstoppable rumormongers.
Describe the strategy
We created another murder mystery to find out who'd be able to solve one first: the country's best investigative journalists, or the country's most unstoppable rumormongers.
It was a match Filipinos were all in for.
Describe the execution
A murder has happened, and the first team to find out who committed it wins.
The battle of wits was documented and turned into a 22-minute film. Each round mimicked scenes from 'Glass Onion.'
List the results
The content achieved:
*5,000,000 views
*56,000 engagements
Most importantly, because of the video, 'Glass Onion' became the No. 1 film on Netflix, staying on top for 2 weeks.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
N/A
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