Netflix: Heart of Stone – Action Red Carpet

CREATIVE

1 - Heart of Stone Action Red Carpet

🥉 Bronze, OOH, Ambient & Special Build: Large Scale (Adman 2023)
🎖️ Finalist, OOH, Interactive Experiences (Adman 2023)

Heart of Stone was the most disruptive action blockbuster in 2023. Instead of stereotyping women as sex objects, this was an action film that normalised women in their strength.

So when Netflix tasked us with a red carpet launch, we made it our mission to redesign the entire red carpet experience with the World’s First Action Red Carpet. A star-studded film premiere where women spoke with their action, not of their gowns.

The result: No. 1 spot on Netflix Thailand in just 1 day.

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2. Heart of Stone "Watch Her Action” Billboard

Heart of Stone faced three major challenges in the Thai market:
(1) It was in a foreign language; and
(2) Most action fans (mostly male) prefer male action protagonists.

(Of course, we were also only allowed to use one of four very similar images of Gal Gadot. Challenge accepted!)

We targeted Rajadamnern Stadium, a male-dominated action arena, for a billboard takeover. As a highly-anticipated muay thai boxing match took place, Gal Gadot took centrestage, staring down male boxers as we issued the ultimate challenge in testosterone central: You call that action? Watch me.

The result? A risky billboard takeover, for a record-breaking 5.9 million viewership.

Some activations that got killed (because of timeline):

Client: Netflix Thailand