In a world as divided as ever, we wanted to show the connective power of stories on Netflix. But our challenge was immense: how do we find a sharp idea that can still work across nearly 15,000 Netflix titles and is culturally relevant to billions of people all over the world?

We needed to land a format that resonated across many languages and worked for every kind of Netflix title regardless of genre. Plus, the campaign would still need to adapt to the most varied media placements around the world.

To show the perception-shifting power of stories while also keeping a consistent visual approach for all of our communications, we turned the iconic Netflix playbar into a timeline that represents all that you learn, feel, and experience during a story. Then, in our writing, we used copy at the beginning and end of the timeline to represent the perception shift that occurs while watching a story. For example, “apart -> a part” or “me -> we” or “watching -> seeing”.

The familiar progress bar was given a higher meaning, acting as a connective thread through the most iconic Netflix originals. Along it moves the red dot; a metaphor for the viewer who becomes the key presence in any scene. Because, ultimately, it’s the audiences’ shift in feeling that gives storytelling reason to exist and power to bring worlds together.

Although Netflix was already consolidated as a service, its communication as brand was not yet consistent.

Our challenge was immense. Because the campaign was being featured in 27 different countries, we needed to land a concept that resonated across many languages and cultures, work for every kind of Netflix title regardless of genre or tone, and adapt to the most varied media placements worldwide. It needed to be recognizable in regions where Netflix has strong brand awareness, but also intriguing in the places it doesn’t.

To deliver Netflix's message to every corner of the world, our media plan included mass media, such as TV, OOHs, and Print, as well as Digital, Social and Experiential. All with localized versions for each execution and placements based on the relevance of Netflix titles in each area.

To show the power of stories while also keeping a consistent visual approach for every media format, we turned the iconic Netflix playbar into a timeline that represents all that you learn, feel, and experience during a story. Then, in our writing, we used copy at the beginning and end of the timeline to represent the perception-shift that occurs while watching a story.

Starting with a film, using the timeline technique to go on a journey through all kinds Netflix stories — each area received localised versions.

In parallel, the 1st phase of OOHs showed our red timeline on a black backdrop, highlighting with copy how a story can shift perceptions. Days after, the 2nd phase of OOHs brought 50 Netflix titles to the mix, weaving our red timeline through iconic stories.

This continued across Print, Social, Digital, Experiential, and even onto the platform itself — over 27 countries simultaneously.

“The most-improved brand of 2020”

Campaign

“A journey every time you hit play”

Fast Company

“Netflix shows how stories change us”

Vulture

In its first global brand campaign, Netflix was named 'most-improved' brand of 2020 (YouGov survey). The report gave Netflix a score of 42.2, a rise of 7.1 from the previous year.

The campaign helped build a consistent and global positioning for Netflix as a brand across all of its markets and the message proved to be appropriate even for the pandemic moment: because, in the end, we're only one story away.

In terms of brand value, Netflix climbed 24 positions in the world ranking (according to Interbrand), with 41% growth - an increase of USD 3.7 Billion.

Finally, Netflix added 36.6 million streaming customers - its highest annual gain, beating its previous record of 28.6 million in 2018.