In Italy, two weeks before Milan Pride 2018, the Minister of Family and Disability Lorenzo Fontana declared that rainbow families don’t exist.

The same families proudly featured in some of the most loved stories on Netflix.

For Milan Pride 2018, Netflix decided to take a stand for the LGBTQI community

and launched a provocative and integrated campaign that “doesn’t exist.”

We turned a hot topic spreading through Italy a few weeks before Milan Pride into the spark of our project. We didn’t want to launch a simple campaign: we wanted to give voice to thousands of people belonging to LGBT+ community and to impact on Italian culture. “Rainbow Families don’t exist” were the unhappy words of the Minister of Family and Disability: these words became our provocative key-message, embraced by all those people that definitely do exist.

Both online and offline, Netflix sarcastically declared that several LGBTQI’s symbols – including characters from shows, a float, an iconic monument and a metro station within the LGBTQI district in Milan – did not exist. A strong statement shared by thousands of people that definitely do exist.

18M TOTAL REACH

DURING PRIDE WEEK

94% POSITIVE SENTIMENT

ON SOCIAL MEDIA CONVERSATIONS

MOST TALKED ABOUT BRAND

DURING MILAN PRIDE 2018

FIRST METRO TAKEOVER TO BECOME PERMANENT IN MILAN