Netflix wanted to drive awareness of the final season of After Life by giving it the send off it deserves.
Rather than make an ad, the idea was to create a lasting legacy platform and branded utility with its own afterlife beyond the show. The ‘Benches of Hope’ were made in partnership with CALM, to get the nation talking about the theme of hope by creating inviting places where people can connect.
The campaign generated an Advertising Value Equivalency of £17m. The benches were talked about on the BBC and even stateside on The Tonight Show starring Jimmy Fallon.