Netflix's first campaign in Korea embraces the transformative magic of "stories" as gateways to emotions, diverse perspectives, and deeper self-discovery. In transcreating the "One Story Away Campaign," the aim is to keep the brand's essence while resonating powerfully with diverse global audiences. This involves a nuanced recreation strategy that goes beyond literal translation, seeking a genuine connection. The culmination was the creation of a compelling commercial film, along with captivating OOH and print content, that resonated with Netflix fans around the world.
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The main challenge is finding the right balance—keeping Netflix's core message intact while tailoring it for diverse audiences worldwide. This involves a careful transcreation process, steering clear of literal translations and focusing on content that deeply resonates with each market's unique perspectives. Additionally, creating captivating OOH and film content that appeals to Netflix fans globally adds another layer of complexity, aiming for a consistent and impactful brand experience.
As the lead project manager, my role involves collaborating with partner agencies, particularly in the Japanese market. Grounded in a detailed transcreation brief aligned with our client's guidelines, I've worked with copywriters and designers to achieve impactful results. Embodying Netflix's brand essence, we highlight the transformative power of stories with the tagline "One Story Away from X." Visuals, featuring the iconic "play bar," a simple red line against a black background, symbolize the viewer's emotional journey. To enhance cultural relevance, we diversify the core message and key visuals for K-contents, ensuring seamless integration with the rich storytelling culture of the Korean market.
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As the lead project manager, I foster collaboration with partner agencies, particularly in the Japanese market. Rooted in a meticulous transcreation brief aligned with our client's guidelines, I have worked alongside copywriters and designers to deliver impactful results. Embodying Netflix's brand essence, we emphasise the transformative power of stories through the tagline "One Story Away from X." Visuals feature the iconic "play bar," a simple red line against a black background, symbolising the viewer's emotional journey. To enhance cultural relevance, the core message and key visuals of K-contents are diversely created for engaging visual content. This approach ensures seamless integration of Netflix's brand essence with the rich storytelling tapestry of the Korean market.
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