The Crown, a new Netflix original series, offers an intimate, revealing look at the life of Queen Elizabeth II. To launch the show in Singapore, we researched a variety of surprising and intriguing facts about the Queen, and then brought them to life in the most unexpected places.

Our concept and channel strategy were married together from the very beginning. Being a tiny, densely populated island, Singapore was the perfect location for an unorthodox, ‘surround-sound’ media approach. Using a mixture of large- and small-scale executions, with more than 30 different variants, we could reach out to a broad section of the population over an intensive 2-week period.

Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more.