Being outdoors enjoying the day when it suddenly starts raining is one of life's biggest hassles. You get soaked and that's when you think: "I should've stayed home watching Netflix".

Yes, nothing goes better with rain than staying at home watching Netflix.

The brief was to transmit this feeling to the audience with a low-budget activation.

The budget involved in the activity was less than 1,000 USD.

With 500 designed and distributed raincoats, the project took place in the biggest city in Latin America over a rainy weekend.

A raincoat that described everybody's feelings during rainy day hassles. 

Netflix audience in Brazil is mainly formed by individuals from 16 to 34 years-old. People who are always up to a different activity, always ready to say yes to parties, music concerts, sports events.

With more than 5.500 different options in its catalogue, Netflix is always that safe harbour to moments when people prefer staying indoors. It’s not a surprise then that the expression “Netflix and chill” became so popular all over the world.

The activation consisted in the simple distribution of free raincoats in different points of the city with an honest message: “I’d rather be home watching Netflix”.

So, when rain started to pour, people dressed in those raincoats became Netflix living billboards.

The initial idea was to create a raincoat that could not only express the look and feel of the brand, but that could also stand out in a crowded place. Different colors and different layouts were tested to guarantee also the message could be read at long distances.

The choice of the material was also very important, as we wanted to offer a raincoat that could last for more than just one day, differently from most of the fast-solution raincoats available in the market.

The activity took place in a rainy weekend in Sao Paulo (Brazil) . To distribute them we mapped the weather forecast in the city, so to guarantee the product would be essential for the moment.

500 people transformed into living Netflix Bilboards in the biggest city in South America: São Paulo(Brazil).

During the famous rainy hassles, People were spotted wearing those raincoats at music festivals, subway stations, bus stops, busy streets, bike lanes, among other locals.

Organically, people registered and shared these moments online, to the point that the raincoat became subject on several websites and social media pages.

This led to many fans of the brand expressing their desire to have a raincoat like that, even if they had to pay for it.