Netflix Germany / TVC & Social / Blood Red Sky Campaign

How do you convince Netflix’s German audience to give their latest, homemade production Blood Red Sky a chance in the face of overwhelming scepticism about the quality of German films?

By creating a safety video for the most dangerous flight ever.

Netflix’s new film Blood Red Sky is set almost entirely on a plane. That get’s hijacked. Whilst there’s also a vampire onboard. So, it’s safe to say, it’s not a flight that you particularly want to be on. That is, of course, unless it’s from the safety of your own home through Netflix. In that case, strap yourselves in and brace for a wild ride. To help communicate this and showcase the bonkers plot – as well as the high production value – we brought the film’s fictitious Transatlantic Airlines to life through a safety video designed to ram home the fact that nothing can save you on flight TR 473…

TVC

As part of the overall campaign we created a 30” TVC for Germany. The short runtime meant trying to establish the uncomfortably weird premise before interrupted and disrupting the messaging with more and more ominous imagery from the movie.

Social

For social, we created a 60” version which developed the concept further by introducing more instructions and playfully offsetting them with movie footage that revealed just how redundant these measures all are for this particular flight. In addition to this, we created shorter social stories that added graphic, safety instruction visuals to the mix and encouraged viewers to tap to add hijackers and then vampires if they were initially bored.

Twitch

For our Twitch activation, we needed a version of the advert that was able to be broadcast at any time of the day. So we created an alternate edit that used equally enticing (but a bit less gory) footage to pull in the audience on Twitch (without giving them too many nightmares).

Role: Lead Creative

Agency: Tommy

Creative Director: Sean Chambers

Additional Creatives: Dan Jones, Alex Robertson and Andy Parsons

Motion Designers: Adam Witton and Simone Giorgetta

Content Editor: Dan Monk

Production Partner: Slider