Known as a pioneer in original dramas like Stranger Things, The Crown, and Orange Is the New Black, Netflix saw an opportunity to bring its content cred to other bingeable programming blocks. Like standup comedy.
That’s when Netflix approached Battery with what was known at the time as Project Unicorn. A dream brief to hijack culture and launch Netflix’s new standup specials with specials from comedy legends like Dave Chappelle, Jerry Seinfeld, Ellen DeGeneres and Chris Rock.
Our campaign launched with stark black and white billboards with four simple words: NETFLIX IS A JOKE. These boards were strategically placed near industry press and influencers in LA and New York. Media and social chatter began, speculating whether these boards were a prank or a competitor’s smear campaign. The millions of questions were answered on the Emmy Awards broadcast where a 60 second film revealed Netflix’s iconic dramas being invaded by these titans of comedy. What started with four words on a billboard almost four years ago continues to serve as a platform for all things comedy at Netflix today.
NETFLIX IS A JOKE was honored as Ad Age’s Campaign of the Year as well as winning at Cannes, D&AD and picking up two Grand Clios.