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.

2022 One Show - Out of Home

The Netflix Marquee

Agency Netflix

Client Netflix

Category

Craft / Writing

Annual ID

OS22_OH026B

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. Each Monday morning, we assemble 6 writers to decide on the message that will go up that week. Our main mantra: Be conversational, not promotional. In a category that relies on teases, release dates and “now streaming,” we are finding a new way to rewrite the entertainment marketing script. We want the marquee to feel like your culturally-savvy, entertainment-obsessed bestie. We never alienate, go too obscure, or overdo the snark. It’s our first opportunity to bring the brand voice that we’ve honed for nearly a decade on social media to a new audience in the physical world. Since launching in September 2021, the marquee 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. With some good old fashioned copywriting, some black letters and a glowing sign, we’re proud to say we’ve figured out our own iconic way to capture Netflix in a bottle.

2022 Awards

Total Points: 9

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

Alexis Levy
Vanessa Perez

Product Brand, Design Manager

Rachel Marshall

VP, Brand Marketing

Eric Pallota

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