NETFLIX: ASOUE
Netflix was launching 'A Series of Unfortunate Events' - a harrowing show about three orphaned children whose large inheritance is being pursued by an evil distant uncle, Count Olaf. A show so horrifying, even Netflix were persuading people not to watch it in their comms.
On the bluest of Blue Mondays (the unhappiest day of the year), we inserted a full-page letter in Metro commiserating with commuters on their harrowing daily odyssey into work. But warning them an even worse fate awaited them if they were to watch A Series of Unfortunate Events. In addition to that pernicious propaganda, we partnered with Hummingbird Bakery, Black Sheep Coffee, Shoreditch Grind and other ostentatious outlets to pepper the streets and boutiques of London with Lemony Snicket quotes and gift cards in a campaign to prevent them from watching A series of Unfortunate Events (and raising awareness of the show.) A dastardly plan Count Olaf would be proud of. The terrible tale was captured in an Instagram Story, through the eyes of an unfortunate commuter.
RESULTS
A lot of people stopped and smiled, with 95,000 views of the Instagram story and a 66% completion rate which is higher than the industry standard. Reddit fans spotted the secret clues that were left in the letter (all the Vs, Fs and Ds were raised - VFD is the acronym for the secret society in the show) and began discussing it all over the internet. Hundreds of people snapped and shared the signs and the letter on their social feeds - amazing considering it's a print ad.
Find the original write up and imagery in full by clicking here.
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