Rohith Romanus Roy

ARTISIAN RRR

CONTACT NOW

ARTISIAN RRR

CONTACT NOW

NETFLIX

This campaign was a strategic response to solidify Netflix’s market position in Canada by tapping into local pride and addressing the fact that many popular Netflix shows, though set in the U.S., are secretly filmed in Canada.

I was a key contributor in developing the multi-city strategy, creating the creative assets, and overseeing the video content for this concept, which leveraged the element of surprise through immersive, multi-city experiential activations.

Client

NETFLIX

Year

2025

Research

Market research identified that while Netflix leads in market share, it risks losing ground if it doesn't strengthen its emotional connection with young Canadian adults.

Core Insight: Many top Netflix shows are set in the U.S., but Canadian locations double for places like NYC, Boston, or San Francisco, a fact viewers do not realize.

Target Audience: Proudly Canadian, authenticity-driven young adults (ages 18-34 in urban centers like Toronto, Vancouver, and Montreal) who crave content that reflects their culture and cities

Market research identified that while Netflix leads in market share, it risks losing ground if it doesn't strengthen its emotional connection with young Canadian adults.

Core Insight: Many top Netflix shows are set in the U.S., but Canadian locations double for places like NYC, Boston, or San Francisco, a fact viewers do not realize.

Target Audience: Proudly Canadian, authenticity-driven young adults (ages 18-34 in urban centers like Toronto, Vancouver, and Montreal) who crave content that reflects their culture and cities

Research

Market research identified that while Netflix leads in market share, it risks losing ground if it doesn't strengthen its emotional connection with young Canadian adults.

Core Insight: Many top Netflix shows are set in the U.S., but Canadian locations double for places like NYC, Boston, or San Francisco, a fact viewers do not realize.

Target Audience: Proudly Canadian, authenticity-driven young adults (ages 18-34 in urban centers like Toronto, Vancouver, and Montreal) who crave content that reflects their culture and cities

Design

The creative execution focused on a high-impact, discovery-driven experience.

Big Idea: SHOT HERE, LOVED EVERYWHERE.

OOH Teasers: Out-of-Home (OOH) posters were placed in high-traffic subway systems, showing images of Canadian filming locations (like Toronto doubling for Times Square or Brooklyn), but labeled with a question, such as "TIMES SQUARE?" or "WYOMING?".

Experiential Activation: The strategy featured themed subway compartments transformed into immersive show sets, turning public transit into "immersive show sets that surprise, delight, and inform".

The creative execution focused on a high-impact, discovery-driven experience.

Big Idea: SHOT HERE, LOVED EVERYWHERE.

Experiential Activation: The strategy featured themed subway compartments transformed into immersive show sets, turning public transit into "immersive show sets that surprise, delight, and inform".

Design

The creative execution focused on a high-impact, discovery-driven experience.

Big Idea: SHOT HERE, LOVED EVERYWHERE.

Experiential Activation: The strategy featured themed subway compartments transformed into immersive show sets, turning public transit into "immersive show sets that surprise, delight, and inform".

Development

The strategy focused on building nationwide conversation and driving audiences from in-person experiences to viewing.

Multi-City Rollout: Activations were scheduled for the TTC in Toronto, the STM Metro in Montreal, and the SkyTrain in Vancouver.

Digital Integration: QR codes placed in the transformed subway compartments led to a curated Netflix Canada page featuring Canadian-filmed shows, driving traffic to the service.

Key Goals: The campaign aimed to increase Canadian engagement by 20% and reduce churn by 8% among ages 18-34

The strategy focused on building nationwide conversation and driving audiences from in-person experiences to viewing.

Multi-City Rollout: Activations were scheduled for the TTC in Toronto, the STM Metro in Montreal, and the SkyTrain in Vancouver.

Digital Integration: QR codes placed in the transformed subway compartments led to a curated Netflix Canada page featuring Canadian-filmed shows, driving traffic to the service.

Key Goals: The campaign aimed to increase Canadian engagement by 20% and reduce churn by 8% among ages 18-34

Development

The strategy focused on building nationwide conversation and driving audiences from in-person experiences to viewing.

Multi-City Rollout: Activations were scheduled for the TTC in Toronto, the STM Metro in Montreal, and the SkyTrain in Vancouver.

Digital Integration: QR codes placed in the transformed subway compartments led to a curated Netflix Canada page featuring Canadian-filmed shows, driving traffic to the service.

Key Goals: The campaign aimed to increase Canadian engagement by 20% and reduce churn by 8% among ages 18-34

Concept

The strategy was built on an emotional hook to connect with the target audience.

Key Message: "The shows you love weren't shot in New York or Seattle... they were shot in Canada".

Rationale: The campaign's success is rooted in the "Emotional hook" (Canadian pride + surprise factor), its "Cultural relevance" (showcasing shows people already love), and high PR value (built for viral media coverage & social sharing).

Execution: Social media utilized minimalist teasers like "TUDUM at [Station]" posts to build anticipation and drive curiosity about the live station activations.

The strategy was built on an emotional hook to connect with the target audience.

Key Message: "The shows you love weren't shot in New York or Seattle... they were shot in Canada".

Execution: Social media utilized minimalist teasers like "TUDUM at [Station]" posts to build anticipation and drive curiosity about the live station activations.

Concept

The strategy was built on an emotional hook to connect with the target audience.

Key Message: "The shows you love weren't shot in New York or Seattle... they were shot in Canada".

Execution: Social media utilized minimalist teasers like "TUDUM at [Station]" posts to build anticipation and drive curiosity about the live station activations.