Netflix wanted to carry out one of its first brand campaigns in Spain after years of focusing exclusively on communicating its new releases. Therefore, they thought it was time to build a concept above the content and give the brand a layer of emotionality and tone that would allow it to distinguish itself from its competition at a time when all platforms are focused on the short term, offering new releases and new products week after week.

The main objective of the campaign was to evolve Netflix's brand and position it as a leader in terms of the variety of emotions it offers to the viewers we all carry inside us through its wide range of great movies and series.

One day, a woman named Norma comes home and turns on the television. She puts on Netflix and sees the initial question asked by the platform "Who's watching? What seems like a simple question, makes her go much further. Who's watching? Who is watching? Who? Norma then begins an existential journey through all her likes and contradictions when it comes to watching content on the platform. She likes thrillers, but she also likes reality shows. She likes Georgina, but she likes Nightmare in the kitchen. Finally, and after this Netflixtencial journey, a guru (who represents the figure of Netflix), makes her realise that she is not one, but many. And that she has to embrace all her versions.

The campaign managed to impact a lot of people through the film and other media that were used to launch the concept of "Embrace all you who's". Norma's story reached many homes and conversations that complimented the brand's courage to talk about itself in this way, starting from something as typical of Netflix as the "Who's watching?" question. This was an insight that managed to connect with the target and convince them that Netflix is the platform that can satisfy all the viewers they carry inside.