Hand Sign(age)

4. Outdoor Kancils [4.4a Best use of ambient: Single]

Links:

Product/Service:

Wednesday Season 2

Client:

Netflix Malaysia

Brief:

CHALLENGE: Advertising in Malaysia is heavily regulated, with established authorities leaning towards the safe and conservative side. But what if your product is all about being anti-establishment and an outcast, with some pretty dark things to say? That’s exactly what Netflix’s “Wednesday” is all about. How can we deliver this (un)healthy dose of attitude without being limited by regulatory restrictions?

Solution:

IDEA: We got that freedom by taking it to the streets, and doing it “live.” Introducing Hand Sign(age), the first-ever outdoor advertising powered by good old-fashioned human puppeteering. Featuring Thing, the show’s breakout co-star in larger-than-life glory. Thing is known for speaking his mind via hand signs, so we did the same. On a road trip around the country, Thing had a lot to say about the people, places, and situations he encountered. And every amusingly dark remark or gesture --- delivered spontaneously, in real time --- delighted crowds and pointed prospective audiences to the show he was promoting.

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