Netflix, a leader in innovation with digital at its core, wants to put content in people's lives, wherever they want, whenever they want, and in the way they want. So it's only … read morefitting that its communications does the same thing. Ogilvy creates the first digital outdoor campaign made entirely with reaction GIFs and cleverly puts all the benefits of looking forward to coming home to Netflix into an engaging out of home GIF campaign. In Netflix latest communications in France, reactive GIFs are designed and managed to be relevantly in context to its viewer's physical or emotional situation. For instance, there's a reactive GIF situated at the entrance to a Parisian subway station that people would see as they seek cover just after being caught in the rain after a long day. The GIF is a bigger than life Spartan-dressed Gerard Butler and his "300" soldiers battling against the Persians army of more than 1 million during the stormy Battle of Thermopylae. Its message? "Stuck in the rain at the bus stop? Cozy up to a nice movie on Netflix” – designed to remind you that the movie 300 is available on Netflix and that you can look forward to watching it when you get home.
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