Challenge
Advertise
Netflix 50% off promotion
without directly appealing to the price.
Insight
Many subscribers form
“Netflix families”
to lighten subscription costs.
Solution
Create a video advertising claiming
to enjoy the service at an affordable price
without any "Netflix family".
Don't bother looking for the "Family Members". Enjoy Netflix just for yourself.
• Designed an emotion-driven messaging strategy under the constraint of avoiding direct price appeals
• Framed subscription sharing (“Netflix families”) as a core behavioral insight
and translated it into a relatable creative concept
• Leveraged existing Netflix content clips as primary storytelling devices,
integrating cultural language cues to strengthen brand relevance and message clarity
• Established a communication direction that balanced humor and honesty while maintaining brand tone consistency
• Led the full project scope from concept development and script writing to video composition as an individual project
Brand Relevancy
Actual video clips from Netflix were used to portray emotions in the video.
Without distracting the subject matter, it drives the product information;
reinforcing the brand relevancy.
Honesty
Talking through the uncomfortable truth of the "Netflix Family",
the advertisement depicts a profound understanding of the customer's needs.
