Netflix is a global streaming giant present in 190 countries, boasting over 209 million members and a diverse library spanning more than 30 languages. Operating at the intersection of everyday lifestyle and global entertainment, this initiative bridges the gap between the UK's love for international culture and their hesitance toward foreign-language cinema.
People already love lots of foreign things that aren’t films. If there is anything you like in the real world, Netflix has enough content that can relate to the UK audience.
By using Netflix's powerful recommendation engine, we help transform a daunting foreign film library into a familiar and highly curated lifestyle experience.
To embed recommendations directly into the consumer's daily routines, we partnered with local international restaurants and premium fragrance brands. Whether a user was waiting for takeout, dining in, or purchasing a candle featured on a foreign film set, they were presented with highly targeted, sensory-linked viewing suggestions. This shifted the discovery process from a digital menu to a tactile, real-world surprise.
We hijacked the auditory landscape of local coffee shops, subways, and shopping malls by streaming playlists featuring tunes from international films. Paired with pop-up musical performances, we revealed to the public that beloved, familiar sounds—like tracks from The Clash—are heavily featured in global cinema. This immediately built cultural resonance, anchoring foreign films to local nostalgia.
We merged international cinematic talent directly with British pop culture by inviting foreign actors onto local British Food Networks, collaborating with heavyweights like Gordon Ramsay to cook recipes native to their TV series. Amplified through a social strategy that aligned these actors with famous brands already favored by the British public, the campaign established a seamless, localized bridge to Netflix’s global stars.
