To make Netflix relevant in a pop cultural moment, we created a campaign that told viewers that, during Sanremo, even the production of the upcoming Netflix shows will stop. Because everyone from the crew is busy watching…well, a more important show.

The film aired during the week of Sanremo, showing famous Italian actors - Matilda de Angelis, Zerocalcare, Luisa Ranieri, Giacomo Ferrara and Christian de Sica - alone on the set, without a crew.

Also, on our social channels, we reacted to Sarenmo’s peak moments with customized content showing the Italian actors getting bored on set, while waiting for the rest of the team to be back.