Netflix Film, Outdoor, Case study Breathing Life Into Transit Ads by MULLENLOWE MEDIAHUB

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Breathing Life Into Transit Ads

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Industry Publishing, streaming & media
Media Film, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market United States
Agency MULLENLOWE MEDIAHUB
Production Rapport
Released November 2017

Awards

Lions Communication 2018
Outdoor Lions Innovation > Standard Sites Silver Lion

Credits & Description

Brand NETFLIX
Entrant NETFLIX LOS ANGELES
NETFLIX Los Angeles, USA Entrant Company
MULLENLOWE MEDIAHUB Boston, USA Idea Creation
NETFLIX Los Angeles, USA Idea Creation
RAPPORT Los Angeles, USA Production
MULLENLOWE MEDIAHUB Boston, USA Media Placement
Chris Lee Netflix Director of Consumer Marketing
Aaron Jones Netflix Consumer Marketing
Markus Gerdemann Netflix Global Creative Marketing
Vivian Doute Netflix Marketing Operations Print Producer
John Moore Mediahub Global President
Sean Corcoran Mediahub EVP, Head of the Americas
Christine Bradt Mediahub SVP, Group Media Director
Laurel Boyd Mediahub SVP, Director of R+D Lab
Simeon Edmunds Mediahub VP, Associate Director of R+D Lab
Alli Blender Mediahub VP, Associate Media Director
Kelly Ross Mediahub Media Planner
Alexis Westin Mediahub Media Planner
David Bruce Mediahub Assistant Media Planner
Glyn Williams Rapport VP, West Region
Molly McCarthy Rapport VP, Print Production
Nehemiah Campbell Rapport Associate Media Director
Natalie Shushan Rapport Senior Account Executive
Implementation
We pushed the boundaries of standard local bus shelters which typically feature two- dimensional posters, to create a totally customized experience that aroused the curiosity of millions. We not only transformed the shelters into 3D sculptures, we gave them the appearance of living, breathing humans by inserting a motor into their chest cavities and covering them in a goo to replicate the look of the bodies in the series.
Entry Summary
Our bus shelters were in market the week leading into the SuperBowl, a time when the newsfeed is focused on the big game and brands are clamoring to get attention for their SuperBowl efforts. The shelters still managed to break through and capture the attention of major news outlets despite the oversaturated timeframe.
Additionally, LA is blanketed with OOH promoting the content of every studio and entertainment company in town. In a place where locals have “seen it all” in terms of OOH executions, our bus shelters stopped consumers in their tracks, compelled them to touch and feel the lifelike sculptures, and ultimately pushed them to share their experience on social channels.
Brief Explanation
In the Netflix sci-fi series Altered Carbon, humans can live forever by inserting their downloaded digital consciousnesses into new bodies, or “sleeves.” We brought this to life by transforming two-dimensional bus stop ads into full-size, breathing male and female sculptures that passersby could touch and react to as if the bodies were in some kind of stasis, seemingly alive but without consciousness. An internal motor installed in the chest cavity of each body created a realistic continuous breathing effect timed to mimic the slow breaths of deep sleep. A silicone goo mimicked the gel seen around the unconscious bodies in the series. The sculptures appeared in custom steel housings that replaced the existing ad units and custom backlit signage was added to the top and bottom of the shelter, resulting in a complete customization of the bus-shelter ad unit.