Netflix and Calm install park benches to mark the final season of After Life
Netflix has teamed up with Campaign Against Living Miserably (Calm) to install permanent public benches across the UK to promote the final season of After Life.
Netflix commissions After Life benches in collaboration with Calm
The streamer commissioned indie agency Made By Blah to create the ‘Benches of Hope’ campaign to coincide with the return of Ricky Gervais’s grief comedy.
Netflix and Calm hope the benches stimulate positive conversations with friends and strangers, and raise awareness of mental health support.
Many memorable scenes of self-reflection take place on benches throughout After Life. “Park benches provide opportunities to reflect, talk to someone, sit shoulder to shoulder with someone and get things off your chest,” said Simon Gunning, chief executive of Calm.
Over 25 benches have been installed, each inscribed with the show quote: ‘Hope is Everything.’ The benches also have QR codes that link to a Calm page that says: ‘Life can be tough, but there’s always hope. Campaign Against Living Miserably (CALM) is by your side.’ The QR code also provides resources and mental health advice.
A plaque on the bench adds: “This bench is donated by Netflix to commemorate Ricky Gervais’ ‘After Life’.”
Oli Cole from Made By Blah said: “Instead of doing an ad, we wanted to build a lasting and authentic legacy for After Life. Our ambition is to get the nation to talk about the theme of hope by creating inviting places where people can connect with others.”
Gervais added: “We hope the benches will create a lasting legacy for After Life, as well as become a place for people to visit.”
The benches were installed on January 14 in locations including Bath, Birmingham, Glasgow, Liverpool, Taunton and Surrey Heath.