The Ask

the digital and social team at BOND* worked very closely with our partners at Netflix on this incredibly important and monumental documentary. Amend came at a time when conversations about the racial inequality in the country were uncomfortable but necessary. Netflix wanted us to demonstrate how important these conversations are, and what they meant to the cast of the documentary.

The creative

this campaign was an integrated effort across the company, including key art, av and digital/social. we wanted to make a splash on social, inviting fans to dive deeper into what Amend was truly about. We created a “like to subscribe” campaign on twitter, from the Netflix main handle. Anyone who liked this tweet was sent a direct message, inviting them to a hub of videos where the cast of the documentary stated what equality means to them. these videos are a small window into the importance of what the documentary has to offer.

The Team

creative: russ lee

producers: nicole blitstein, christine benway, ty budde

strategy: pete soldinger

client: netflix

*additional mentions: both the key art and av teams at BOND contributed to additional parts of this campaign.