Awards, MullenLowe Mediahub in the News

Netflix’s Shocking Public Activation for Altered Carbon Was the Year’s Most Innovative Media Plan

September 17, 2018 Mediahub

Adweek’s Media Plan of the Year honorees include the most innovative media plans from around the world (see the full list). Here is our Best in Show winner:

Mediahub | Netflix, ‘Altered Carbon’
Categories: Best in Show; Campaign ($500k-1 million); Best Use of Alternative Media

It’s not every day that one comes across a human body encased in plastic at a public bus stop—even in an eclectic town like West Hollywood.

The dystopian Netflix series Altered Carbon operates on a simple premise: 300-plus years in the future, people can download the entirety of their experiences into new bodies, extending their lives indefinitely. Armed with that backstory and several interactive sculptures so meticulously lifelike that they appeared to be breathing, Mediahub, a division of MullenLowe, went about setting up a public “marketplace” for these bodies.

“With all of our campaigns, we strive to find unique and creative ideas that really stand out,” says Netflix vp of marketing and consumer products Shauna Spenley. “For Altered Carbon, we asked ourselves, ‘If a campaign for bodies existed in the year 2384, what would its marketing look like?’ and used that as a guiding force for all campaign touch points.” The first step in the process was figuring out where these futuristic figures might live.

Read full article on Adweek here.