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Pyrmont NSW 2009

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Netflix Activation

Launching Tidelands with an underwater billboard
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We fabricated a billboard with a difference – a monumental, 700-square metre digital work streamed underwater in full view of swimmers, surfers and passersby. The bold statement, “The Tide Has Turned”, sparked intrigue while a CGI-produced whirlpool created a mesmerising visual talking point as it conveyed the illusion of being drawn into a giant vortex.

This innovative guerrilla marketing tactic was just one part of a 360° campaign which extended to street furniture and a takeover of Sydney’s metro train stations. In keeping with legendary Netflix strategy, we drew on the element of surprise, to create a “deep” brand engagement and sparked intense interest across social media channels.