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.

2023 One Show - Integrated

Wednesday hates marketing

Agency Netflix / Los Angeles + Trailer Park / Los Angeles + Art Machine / Los Angeles + Hustle / Los Angeles

Client Netflix

Category

Integrated Campaign

Annual ID

OS23_IG045M

About the Work

This reimagining of Wednesday needed to introduce the new drama series, build anticipation, and lift up Wednesday to become a global pop culture figure as the ultimate iconoclastic and appealing outsider, especially resonant for her shared Gen Z tribe. Wednesday and Gen Z both hate ‘marketing’ aimed at them, laden with inauthenticity and condescension. Their inherent skepticism became the campaign’s guiding spirit – ‘What would Wednesday do?’. If Wednesday found herself the center of manufactured attention, she wouldn’t quietly accept it. Six months prior to premiere, Wednesday first launched with a self-aware Twitter feed. This anti-marketing introduction carried through 83 Twiter and 163 IG posts in June and July. Every beat of the campaign was designed to drive social conversations and create earned media headlines. Wednesday often broke the 4th wall, speaking directly to fans. Her anti-awards post to Emmy Nominees gained millions of views and headlines in mid-September. Every new creative drop (teaser, art, character posts, trailer) was simultaneously released on social alongside paid media – and propelled additional conversations, more followers, and greater engagement. Wednesday’s iconoclastic voice and anti-marketing attitude called out daily tedium in a series of out of home contextual posts ranging from commuter boards / posts / wallscapes, to transit and airport takeovers, and surprising ambient pop-ups like mirror clings, elevator signs, coffee sleeves. Each unit carried Wednesday’s sharp sting, provoked widespread social sharing, and kept building conversational anticipation. In the final two weeks leading to premiere, Wednesday’s Black Friday and World Cup posts another wave of conversations. What Wednesday did – she became the biggest pre-premiere campaign in Netflix history: earned 3B owned impressions in the US, gained +3M followers on Wednesday’s social channels, and added +50M followers across main cast self-managed channels. Fans embraced Wednesday as the ultimate DGAF hero. Global dominance followed. Wednesday became Netflix biggest Season 1 of TV ever, with over 1B hours viewed. Wednesday’s Dark Prom dance challenge melted TikTok with 25B views. That’s how the world snapped for Wednesday.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Trailer Park / Los Angeles
Art Machine / Los Angeles

Digital Agency

Hustle / Los Angeles

Client / Brand

Netflix / Los Angeles

Media Agency

Mediahub Worldwide / Los Angeles

Photographer

Matthias Clamer

Global Creative Marketing Coordinator

Carl Smith

Global Creative Marketing Director

Jean Tanis

Global Creative Marketing Manager

Ali Feinstein
Desiree Finley

Global Social Lead

Angel Van Der Biest Arocha

Marketing Production

Melinda Okoye

Media Lead

Isabella Kursman Neri

Out of Home Media Agnecy

Rapport Worldwide / Los Angeles

Series Planning

Joanne Yi

Video Director

Greg Jardin

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