Our brief: Netflix makes room for the talent you are. We wanted to talk to all women, and anyone else marginalized by the film industry, to show how Netflix's inclusiveness results in amazing stories. As a "brand value" Netflix is at the vanguard of creating shows and films that reflect a much more inclusive field of talent. By talking to the audience directly and modeling how diversity is not only socially just but creatively thrilling, we hoped to engage viewers and industry in the conversation.

In an awards season that saw the highest # of women & people of color nominated (23%), there's still a LONG way to go to reach equity and representation. Women characters still get less lines to say, women leads are still few and far between, older women are mostly invisible, women of color have to fight to be seen as "believable" characters rather than stereotypes. Netflix is modeling a better path, with more women and people of color, LGBTQ, and foreign films that address the experiences of those "othered" in our society. Our campaign was female led, and the casting reflects this as well.

To walk our talk--recruiting women, people of color and other "othered" people to help us make a film about Netflix's stand on inclusion and diversity. We wanted to stay within the Netflix world by going through different "rooms" to different shows, but have Uzo Aduba as our "she-ro" who could speak directly to the audience, drawing people in to a conversation about making room for a diverse world of characters, stories, and voices.

Building on awards show energy, we targeted social media for a wide audience, building conversation betwixt industries, viewers and artists.

We created a :60 and launched the week after the Oscars on all Netflix social channels, as well as the personal instagrams of Netflix actors, directors and others in the film industry.

Make Room was the most successful brand campaign to-date from an earned media perspective.The performance on social was strong (9.5M total owned organic impressions, 2.5 million the first day, and 7k tweets with Make Room and Netflix).with significant press coverage both foreign and on AdAge, AdWeek (spot of the day), Oprah.com, Muse, and others.