D&AD – Netflix

For this assignment Anya and I got chosen to work on Netflix as a team for a competition known as D&AD New Blood. We had to develop Anyas idea ‘Around the world in 80 nights’ whilst incorporating my social assets.

Research:

Journey: 

Why do people like to travel ?

  • Travel to meet different cultures
  • Travel to learn
  • Travel to escape reality
  • Travel to relax
  • Travel to explore
  • Expanding your perspective.
  • Getting in touch with yourself
  • Appreciating your life.
  • Building and strengthening relationships.
  • We travel to spend more time together while learning from the world
  • for fun
  • Learn languages
  • For work 
  • To see family 
  • To challenge themselves 
  • To build life experience : gives you a better understanding of the world , changes your beliefs and values in life, establish new relationships , personal growth

How to document a journey :https://www.travellingtabby.com/document-your-travels/

Students can’t afford to travel – they barely have enough money to afford living costs

A survey of more than 2,000 UK university students found that 15 percent feel that managing finances is the most stressful aspect of college life.

46% of students say student finance affects mental health- Students struggle due to Insufficient Maintenance Loans , a lot find that loans dont even cover accommodation let a lone cost of living , food and socialising.

What do students like about travelling 

there is no better time than to travel as a student- So many students graduate without taking the leap and travelling, then regret it later.

  • Party / night life 
  • Education – learn about cultures – help you when you go into the world of work as you will be working with a diverse range of people so if you understand their cultures and traditions it will be
  • easier for you-Our world is growing in its demand for globally-minded people, and one of the best ways to achieve this is through travel and exploration.
  • The skills you acquire through travel are some of the most valuable in the professional world, such as independence, networking, and bilingualism. 
  • investing in travel is like investing in an education https://www.huffpost.com/entry/why-student-travel-is-mor_b_3461431

Gen Z and activism 

-Members of Gen Z are more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet

-For years, Gen Z and Millennials have directly challenged the stereotypes that they are apathetic by organizing and participating in large scale global protests to share their beliefs and passion about climate change, gun control, and racial injustice. These are activated generations.

55% of 13-18-year-olds have been participating in #BlackLivesMatter protests or awareness in some way

Gen Z and Millennials have harnessed the power of social media and digital connection to forge serious change.

our 2015 trend research found that 62% of young people believe they can make their voices hear more online than offline—and increasingly they’ve found ways to make real change by bringing activism into the digital era.

72% of 13-39-year-olds agree that hashtag movements have the power to make a difference in the world. 

slacktivism is when people “support a cause by performing simple measures” but “are not truly engaged or devoted to making a change.” Similarly, virtue signalling is “the action or practice of publicly expressing opinions or sentiments intended to demonstrate one’s good character or the moral correctness of one’s position on a particular issue.”

they believe the world has reached a tipping point on issues such as racial justice, inequality and the environment.

Gen Zs are taking action to drive the change they want to see in the world. They are becoming more politically involved, making a conscious effort to ensure they spend their money with companies that reflect their values and pushing for change on societal issues. They believe in their individual power to make a difference, but they are also demanding that businesses and governments do their part to help build a better future.

40% of millennials and Gen Zs believe that more people will personally commit to take actions to address climate issues after the pandemic. 

 Gen Zs surveyed said that, over the past two years, they have made choices about the types of work they would do—and the organizations they’d be willing to work for—based on their personal values.

Netflix’s most extensive user base is Gen Z – 71% have a subscription.

76% of Generation Z is concerned about humanity’s impact on the environment.

75% of respondents said being politically or socially engaged is very important to their identity. In addition, 63% said they primarily informed themselves about social and political issues through social media channels.

 When asked about the obstacles keeping them from participating in political or social justice causes, 55% said not knowing who to contact or what groups to support tripped them up. So it’s clear that members of Gen Z are eager to get involved beyond liking and retweeting — they just need to know how.

What can you learn from non-english content / The journey throughout the non-english series : the truth about culture makes a journey to you through a screen 

  • You see the bits that you wouldn’t necessarily see if you were to go and travel to the country – tourist areas are different to the reality that people are living – its eye opening 
  • Gen z might not like subtitles and dubbing but they do like activism and making a social change 

Activists campaign: 

Definition: Activist campaigns appeal to people’s sense of injustice or desire to do good and provoke them to take action for change. Traditionally, activist strategies are most common to non-profit or political organisations. But, in recent years, brands are also getting on board and taking cues from grassroots activism.

Key Insights: 

Belief-led activism leads to commercial impact

2021 Creative Effectiveness Lions Grand Prix winner Nike’s Dream Crazy showed how brands can reap the commercial benefits of standing up for issues that matter to their consumers and are true to their business. Nike has always championed athletes but this campaign which started with NFL player Colin Kaepernick, who had protested police brutality and racial inequality by ‘taking the knee’ during the national anthem at games, transcended sport culture to touch a big lightning-rod issue in society. By getting behind him, Nike was not just supporting its athletes but standing for its values. The campaign not only had worldwide impact, but was also the brand’s most successful ever, earning Nike a $6bn increase in stock value.

Brand purpose is evolving into brand activism

Today, 71% of people believe that brands are more of a ‘force for good’ than governments or similar institutions, according to research by agency VMLY&R. That opens up further white space for brands to go beyond brand purpose to brand activism. Examples from around the world include:

  • US: Dick’s Sporting Goods banning the sale of assault rifles in the US in the absence of the government; Domino’s “paving for Pizza” project, which works with local governments in the US to fix roads.
  • Europe: German supermarket chain Edeka removing all non-German products from one of its stores to show shoppers the reality of what a “nationalist” supermarket looks like; Absolut vodka in Slovakia celebrating multiculturalism through music in the face of widespread xenophobia
  • Asia: Indian feminine hygiene brand Stayfree’s Project Free Period to help sex workers find a way into alternative sources of income through vocational learning

Activist campaigns can be highly effective, in creating fame and behaviour change

Brands should approach political topics with caution – but lead with courage if they get involved
https://www-warc-com.ezproxy.kingston.ac.uk/content/article/bestprac/what-we-know-about-activist-campaigns/108119

Advertise through video game: related to their new gaming app 

  • Since the start of COVID-19-related lockdown measures, gaming as a leisure activity has increased dramatically.
  • According to Statista, worldwide sales of video games has seen a 63% increase as of the end of March 2020.

Thoughts and ideation so far : 

from this research we developed the creative challenge , insight , audience and an initial idea which we would then present on Wednesday to see if this is something strong enough to move forward with or if we need to keep thinking.

Initially idea: 

Target audience:

  • Gen-Z ​
  • 18-21 yo university students ​
  • interested in making a change. Activism 

Insight:

Gen Z may dislike subtitles and dubbing, but they enjoy activism and making a social impact – 75% of Gen Z said being politically or socially engaged is very important to their identity, and 63% said they learned about social and political issues largely through social media platforms. 

Id​ea:

As a result, our objective is to make activism – a cause that gen z is interested in – the reason why it is vital to watch non-English content. 

Around the World in 80 Nights – shows and movies provide insights into political and social issues within a country that travel alone cannot provide. Learn what issues are presented in these shows and participate in the competition in which Netflix provides an opportunity for young people to create projects to address the issues depicted in these movies and act for real social change. 

From this ash said that we were overcomplicating it and going to far away from our initial idea. we needed to make around the world in nights fun and engaging so started to brainstorm some more.

New idea 

Insights: 

92 percent of the Gen Z generation – have researched a destination after being inspired by other users’ posts online.

A new study has found that almost half of the generation trusts recommendations from people they don’t know like Instagram travel influencers.- hijack travel influencers 

Half of Generation Z trusts recommendations from influencers, prompting 92 percent of them to research a destination after being inspired by social media posts.

Gen z experience culture and plan their trips through influencers on Instagram and tik tok. This is why Netflix is hijacking influencers

Netflix’s takes over the world in 80 nights

What will happen over the 80 nights – inspired by top gear; grand tour

  • At the start, there are three influencers that all start in the uk on a 80 night international road trip where they will compete for your engagement and votes as you determine who has had the best journey. 

The rules : 

Each influencer documents their journey on instagram stories and posts – the only way they can communicate with each other and with you is through social media

Their next destinations will be set by you as netflix presents them with fun and exciting challenges that are inspired by international shows.

Examples of challenges: 

Money Heist: Act like an actor of money heist – go to the bank in the dali mask and red jumpsuit and interact with as many people of the public as possible and try to convince them to join your heist. 

Toy boy : Challenge – Go to the famous strip club in spain and put on a performance of a lifetime 

At the end of the 80 days – you vote for who your favourite traveller is. 

Tiktok challenge #80nightswithnetflix 

  • Create content inspired by the non-english shows they have watched 

Brand identity:

Tone of voice – Rebellious , confident , powerful , opinionated , cool , fun , innovative 

Characteristics – funny , entertaining , humorous , trendy , modern, hijacking , disruption 

Visual brand identity:

We wanted the logo to look rebellious for Gen z. This is why I created all of these logos on Procreate.

Choosing the influencers: 

We researched into some influencers we thought would be suitable for the campaign- they needed to be popular with Gen z but also people who are up for a laugh and would be engaging and entertaining to watch in challenges 

Ksi and simon 

Saffron barker  and Anna kingsnorth 

Jack Whitehall and dad 

Natalina Noel and David Dobrik

After researching our influencers we worked on the script, to then create our storyboards.

Script: 

Girl: Hey Jay, what should we watch tonight? (Girl next to a phone/ flirty voice/ booty call) 

Boy: Yoo I was thinking about going around the world in 80 nights haha. (boy on sofa/smoking environment/ralph’s place/as if high)

(Music) 

Insight: Netflix has 62 different languages in their international library filled with undiscovered culture. Why hasn’t it been unlocked?

Gen z needs to open their eyes and minds to what lies beyond the stories

(Boy and girl chilling in front of netflix/ go into their phones)

Netflix is hijacking influencers to take over the world in 80 nights.

A range of diverse content creators compete in an international road trip for your engagement and votes as you determine who has had the best journey. 

You choose their next destination as Netflix presents them with fun and exciting challenges inspired by international shows.

 DAY COUNTER (Videos of the challenges: Challenges will consist of embarrassing public challenges such as going to the Spanish bank in the dali mask and red jumpsuit and interacting with as many people of the public as possible and trying to convince them to join your heist. Reenacting narcos by Smuggling flour and acting suspicious as you cross the border of mexico. Become a toyboy  as influencers go to famous strip club in spain and put on a performance of a lifetime) 

Night 10 toyboy takes us to a fiesta we like to remember 

Night 50 money heist has you close to handcuffs 

Night 70 takes us to japan – let’s cook like locals 

Night 30 gets us falling in love like a parisian 

TikTok challenges inspired by the international content you unlock during this journey will be posted under #80nightswithnetflix as you compete to go viral and become a worldwide name. 

So let’s take over and discover what Netflix has to offer – follow in the footsteps of your favourite influencer and join the journey tonight 

We then delegated ourselves with tasks of videos and assets we would need to create.

Creating Assets:


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