Netflix - "The campaign that doesn't exist"

We Are Social

We Are Social Milano, Italy

Awards

4746

This ad is part of the ACT Responsible Collection

Brand: Netflix
Country: Italy

Advertiser: Netflix

Title	The campaign that doesn't exist
Brief	When Italy’s Minister of Family and Disability, Lorenzo Fontana, declared that gay families “don’t exist,” his words prompted Netflix to take a stand for the LGBTQI community. The Campaign that Doesn’t Exist is about as invisible as these families. Using images and video footage of some of its most beloved stories, Netflix launched a series of videos and billboards of couples that “don’t exist.” They plastered an entire metro station in content that “doesn’t exist” and they rallied together 250,000 people who “don’t exist” at Milan’s Pride 2018 ౼ making it the city’s largest LGBTQI manifestation in history.
Agency	We Are Social
Campaign	The campaign that doesn't exist
Advertiser	Netflix
Brand	Netflix
Posted	November 2018
Business Sector	TV/Radio Programs & Stations
Story	In Italy, a month 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.” A strong statement in response to Fontana’s words.
Media Type	Case Study
Creative Director	Alessandro Sciarpelletti
Creative Director	Paulo Gonzalez
Creative Director	Daniele Piazza
Copywriter	Stefano Cucinotta
Copywriter	Camilla Vanzulli
Copywriter	Paola Cantella
Art Director	Andrea Fumagalli
Art Director	Marco Bertoletti
Art Director	Teresa Ghini
Art Director	Giulia de Chirico
Account Manager	Francesca Feller
Account Manager	Martina de Siervo
Account Manager	Riccardo Bonetti
Account Manager	Giulia Romagnosi
Editor	Simona Melani
Editor	Daniele Zanardi