w
D&A
22
od A
ard 20
Amani Alshaya
New B
lo
D
Introduction
Phase 1
Phase 2
Problem
Insight
Concept
Execution
UK consumer appetite for non-English language titles has historically been low. British viewers are resistant to watching foreign content with subtitles and dubbing.
The biggest advantage of Emojis is that they are a tool of inclusive communication that cut across geographies and demographics.
Great stories are universal and so are visuals as a form of communication. With this in mind, the campaign will focus on the idea that pictures tell the story while incorporating the famous phrase ‘A picture is worth a thousand words’.
If A Picture is Worth A Thousands Words, Translations Should Not Be A Barrier - a OOH campaign using Emojis and captivating stills from non-English language content to communicate to 1834 year olds how great stories transcend language because visuals are powerful enough to tell a story without the need for spoken or written text to understand what is going on.
The recent emergence of Wordle, a daily word game, has gained rapid popularity globally due to the ability to easily share your results on social media or text message and see how quickly others have guessed the daily word. This sense of belonging and competence are key components in getting people engaged.
2
Introduction
Phase 1
Phase 2
The campaign will be released across the UK using OOH (out of home) media in areas where commuters will spot it the most. This includes on the pavement, public transport windows, bus shelters, and billboards along motorways and roads. The static adverts feature the iconic Netflix timeline on a black background with the campaign’s slogan translated into Emojis.
Tube windows
Phase 1 is all about establishing the tone of the campaign to the public and creating buzz around these Emojis. The convenient placement of these adverts will get people engaged in trying to decipher the Emojis during their commute.
Bus windows
3
Introduction
Phase 1
Phase 2
Digital billboards displaying a video that cycles through the campaign’s slogan translated in the top 17 languages spoken in the UK plus Emojis. Watch full video here: https://youtu.be/nf2DLQTZYKo
Stills from the video displayed on a billboard
4
Introduction
Phase 1
Phase 2 Emoji marketing is one of the most powerful forms of Conversation Media Marketing and at least 5 billion Emojis are used daily on a single messenger platform (statistic by Adweek). Emojis being so close-knit to our conversations allows the campaign to better connect with the target audience in a relatable way.
Bus Shelter
5
Phase 1
Phase 2
Photo by Jon Tyson on Unsplash
Introduction
The campaign’s slogan translated in Emojis pasted on pavements using vinyl to capture the attention of passers-by.
Poster 6
Phase 1
Phase 2
Squid Game scene captured from Netflix.com
Introduction
Stills of a video that translates dialogue in a Squid Game scene into Emojis.
This video puts focus on how visuals lead the story by removing English spoken and written dialogue and keeping the original Korean audio with pictorial elements as captions.
Video mockup in a shopping mall to reach the target audience.
To watch the full video please see submission folder 7
Introduction
Phase 1
Phase 2
Phase 2 begins to introduce content from Netflix’s catalogue using stills from a range of films and series to further showcase the power that visuals carry to be able to tell a story alone. These images also prove to the UK audience that visuals are a universal language therefore you don’t need to rely on dialogue to understand the story.
Posters in tube stations
These stills are accompanied with Emoji translations of each film and series titles and calls people to guess what each title translates to on Twitter.
8
Introduction
Phase 1
Phase 2
How it works
1. Scan the QR code
2. Add your guess into the pre-written tweet
Using an Emoji in a Tweet can increase engagement by 25% compared to tweets without Emoji (study by WordStream). This portion of the campaign is inspired by Wordle results that get shared daily on twitter by users who play the game.
3. Receive a reply from Netflix Twitter letting you know if your answer is correct or not. If you guess correctly, you’ll receive a gif from that film or show and a link to watch #GreatStoriesAreUniversalNetflix will trend as more people tweet their translations which will drive conversations online. The engagement that will grow from using Emojis will make Netflix become a part of user conversations. 9
Introduction
Phase 1
Phase 2
Posters in tube stations
Posters along the escalators in tube stations
10
Introduction
Phase 1
Phase 2
Vinyl on pavement
11
Introduction
Phase 1
Phase 2
Posters posted on windows of convenience stores around the UK
12
Background images captured from netflix.com
Try it out! Scan any of these QR codes with your phone camera
13
Background images captured from netflix.com
14
Background images captured from netflix.com
15
Background images captured from netflix.com
16
Background images captured from netflix.com
17
Phase 1
Phase 2
Background images captured from netflix.com
Introduction
The campaign will conclude with a series of stills from Netflix’s catalogue of non-English content with the campaign slogan positioned in the area where captions would typically appear using Netflix’s caption typeface, Consolas. This will prompt British people to reconsider their negative preconceptions on non-English language content.
Tube station billboard
Visual details are so important. If you miss a subtitle and don’t quite understand the spoken dialogue, the picture will tell the story. Through the raising of an eyebrow you can get what’s being communicated.
Tube windows
18
Phase 1
Phase 2
Background images captured from netflix.com
Introduction
Billboard
Billboard
19
Background images captured from netflix.com
20
Background images captured from netflix.com
21
Background images captured from netflix.com
22
En
d
Th
e
TH
d
End
The
Thank You
e En