The Australian video streaming market was flooded with new entrants we needed to find a way to land the introduction of Netflix.
The solution was to allow Ricky Gervais to create the content in his own style, with minimal script parameters. From this the 'anti-ad' was born - we asked Ricky to not make an ad. By trusting in our online audience’s ability to get the joke, we were able to take a bold, ironic and intelligent approach.
The result was 19 local and global award nominations in 2015/16 and winning 5 APAC awards/6 global awards.