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Netflix: We Watched It All

05/01/2021
Advertising Agency
New York, USA
24
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Insight

In a year confined to the couch, Netflix took us on a wild ride.

As one of this year’s few entertainment options, Netflix is both a source of sanity, but also endless scrolling.

Audiences had spent so many hours in front of screens that there was a collective feeling that everything had been watched on the platform.

Avoiding those somber feelings of 2020, the viewing became a celebration, a joyful playlist in an otherwise melancholy year.


Idea

A surreal sing-along, to celebrate the end of a strange year.

After receiving a prompt that he’s “finished Netflix”, a relatable fan is taken on an immersive metaphorical trip down memory lane; back through everything he and the wider audience had watched and felt, together.

As this hero moves through his retrospective journey, the lyrics and bizarre visuals make fan-centric references to some of 2020’s most iconic and talked about moments.

The film was teased with a back-and-forth on social between our hero and Netflix. This was followed up with AR filters, and music track releases, to keep the audience fully immersed in the moment.


Impact

‘We Watched It All’ captures audience sentiment in 2020.

With high-praise in audience comments, The film outperformed mega-title content counterparts on Netflix’s social channels.

The music and lyrics were composed by the lead actor, Matt Buechele. Other cameo talent appearances featured Chris Hemsworth (Extraction), Anya Taylor Joy (Queen’s Gambit), Alvaro Morte (La Casa de Papel), Lily Collins (Emily in Paris), and Asa Butterfield & Ncuti Gatwa (Sex Education).

About AKQA US

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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