The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS007B
About the Work
How do you capture Netflix in a bottle? With new titles popping up every day, chasing that relevance is a constant brand challenge. By the time you decide what to say and how to say it, your audience is often onto the next big thing.
Our mission: create a reactive brand fixture that evolves in real time and moves at the speed of conversation. And we call it The Netflix Marquee, currently glowing on Sunset Blvd.
Inspired by the nostalgia of movie theaters and the flickering neon OOH advertising of the past, the marquee is designed and fabricated for permanence in a world where everything feels too temporary.
Since launching in September 2021, it’s generated over half a billion social impressions from just one billboard. Our first message, a simple reminder of our humble DVD beginnings, broke Linkedin and became the biggest post by any brand in their history.
Since then we’ve ignited a flame war between The Rock and Ryan Reynolds, honored Halle Berry’s directorial debut, and have been labeled a cultural landmark by Google. It’s been shared and celebrated by Netflix talent like Regina King, Kristen Bell, Julia Garner and Adam McKay and influencers like Casey Neistat and Emma Chamberlain. And that’s just scratching the surface.
At a time where so much communication comes to us through a screen, The Netflix Marquee represents a return to having a dialogue with our audience in the physical world. Every week, we are celebrating the talent, titles, and cultural impact that make Netflix Netflix – through the witty filter of our distinctive brand voice. And with plans to expand The Netflix Marquee program to some of the most famous cities in the world, it’s clear we’ve figured out our own iconic way to capture Netflix in a bottle.
Our mission: create a reactive brand fixture that evolves in real time and moves at the speed of conversation. And we call it The Netflix Marquee, currently glowing on Sunset Blvd.
Inspired by the nostalgia of movie theaters and the flickering neon OOH advertising of the past, the marquee is designed and fabricated for permanence in a world where everything feels too temporary.
Since launching in September 2021, it’s generated over half a billion social impressions from just one billboard. Our first message, a simple reminder of our humble DVD beginnings, broke Linkedin and became the biggest post by any brand in their history.
Since then we’ve ignited a flame war between The Rock and Ryan Reynolds, honored Halle Berry’s directorial debut, and have been labeled a cultural landmark by Google. It’s been shared and celebrated by Netflix talent like Regina King, Kristen Bell, Julia Garner and Adam McKay and influencers like Casey Neistat and Emma Chamberlain. And that’s just scratching the surface.
At a time where so much communication comes to us through a screen, The Netflix Marquee represents a return to having a dialogue with our audience in the physical world. Every week, we are celebrating the talent, titles, and cultural impact that make Netflix Netflix – through the witty filter of our distinctive brand voice. And with plans to expand The Netflix Marquee program to some of the most famous cities in the world, it’s clear we’ve figured out our own iconic way to capture Netflix in a bottle.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Design Firm
Gensler
Client / Brand
Netflix
Production Company
Traction 3D
McDaniel, Inc
Chief Marketing Officer
Bozoma Saint John
Brand Design Manager
Noah Nathan
Coordinator, US Media
Anna Rodriguez
Director of Global Brand Design
Noreen Morioka
Global Brand Creative, Marquee Lead
Spencer Somers
Global Brand, Marquee Production Lead
Lucia Riquelme
Global Brand, Creative Marketing Manager
Noel Tantinya
Global Brand, Marquee Programs Lead
Divya Reddy
Manager, US Media
Thankam Thomas
Marquee Editorial Lead
Jarett Weiselman
Print Producer
Vanessa Perez
Alexis Levy
Product Brand, Design Manager
Rachel Marshall
VP, Brand Marketing
Eric Pallota
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