Situation: After several years of contraction, Netflix opted to wind-down DVD rental services in late 2023.

Brief: Commemorate DVD.com and Netflix’s origins as a DVD-by-mail company with a video that taps into the nostalgia of the DVD era, tips its hat to it and drives brand love back to Netflix today.

Objectives: Earnestly pay tribute to a service, format, and ritual that are all intrinsically tied to the brand's origins. Reflect the audience-driven culture of watching that's always been at the heart of Netflix.

Our creative idea, "Red Envelope Symphony," brings to life the nostalgic journey of Netflix's DVD-by-mail service through a visceral ASMR soundscape and intimate visual storytelling. This concept roots itself in the universal language of sound and memory, tapping into the tactile and auditory experiences that defined the DVD era. By leveraging the distinct sounds of DVDs—like the click of a case, the hum of a player, and the swish of envelopes—melded with a familiar tune reimagined through these sound effects, we not only evoke nostalgia but also reinforce Netflix's role in revolutionizing home entertainment. This auditory and visual tapestry serves as a bridge, connecting the past's tangible experiences with today's digital streaming culture, thereby amplifying the brand message that Netflix, at its core, is about creating memorable viewing experiences, irrespective of the medium.

In addition to being shared with all DVD.com subscribers through a final email blast, this film was published on all Netflix social channels, meaning it addressed a broad, disparate audience with varying degrees of familiarity with the original DVD service. As such, our approach employed a something-for-everybody à la carte strategy, conveying some light education about the service itself as well as some general easter eggs for anyone familiar with the DVD format.

This film garnered a total of 4.3 million owned impressions across all Netflix social channels. Our something-for-everybody strategy, which conveyed some light education about the service itself as well as some general easter eggs for those who used the DVD format, imparted to those less familiar the significant role it has played in entertainment history and conjured sentimentality in those who remember it well.

Owned: 4.3M impressions

-Youtube: 197K views, 4.2K engagements

-Facebook: 1.53M impressions, 53K engagements

-Instagram: 1.83M Impressions, 172K engagements

-Twitter: 734k impressions, 3.3K engagements

-TikTok: 92.45K impressions, 6.2K engagements

-LinkedIn: 7.4k engagements

No Paid Media

Earned: estimated 200k+ Impressions

-Adage: 57K

-Madison AveNews: 23.2k

-Marketing Stories: 114k