Spark - Brighter Thinking

Design, adaptation, localisation, delivery, from packaging to marketing communications.

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Netflix Out-of-Home Creative

by Andrea Palmer-Gray

Can centralisation and creativity really coexist?

We recently helped Netflix deliver their outdoor print and digital campaign across Europe, for the launch of The Politician and The Irishman. Why did they choose Spark? Because we’d proven ourselves in making a creative and operational difference.

“Netflix is a beast of an organisation, you have seamlessly come on board”

So let’s rewind: our relationship with Netflix began on the launch of their TV series, Disenchantment, with a project to optimise their out-of-home creative adaptation, localisation and production. They challenged us to streamline their process but retain the creative capabilities of supporting multiple territories. Our solution maximised reuse of existing assets across media placements, reduced demands on their teams and guaranteed best in class quality. All without hampering creativity on premium placements and agility in taking advantage of last-minute media buys.

We performed rigorous analysis of media requirements, which enabled us to propose a unique approach focusing on upstream planning to allow efficient downstream execution across hundreds of different placements. The result was a balance of high-output centralisation and local creativity. With tangible differences in brand consistency and process transparency as well as a reduction in master source files and duplication of effort for our client.

“Standard was superb”

So that’s how we came to join The Politician. We integrated our media specification database, customised for Netflix, with smart artwork automation technology, and an in-built visualisation and approval notification tool managed by our expert account, design and production teams. Across a 6-week period, we delivered 200+ assets from 7 different key arts, localised for 6 territories and encompassing every imaginable format; from vast digital roadsides, bus wraps and underground sites (London), to wraparound installations in high traffic areas (Berlin), road banners (Israel), painted murals (Poland), a 144-screen escalator placement and an unmissable 175m-long premium site (South Africa).

“…a true extension of our team”

From there, we moved straight onto the highly acclaimedThe Irishman – with standout and coverage that you’d have been hardpressed to have missed! What’s next? You’ll have to watch this space…

“We have complete transparency and trust in you"

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Out Of Home
Creative advertising
Localisation
Creative Adaptation
Digital Asset Distribution