Brief Explanation

The Crown, a new Netflix original series, offers an intimate, revealing look at the life of Queen Elizabeth II. To launch the show in Singapore, we researched a variety of surprising and intriguing facts about the Queen, and then brought them to life in the most unexpected places. Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more. Many of these formats had never previously been available for advertising in Singapore. We threw out the normal definitions of ambient versus traditional outdoor, and simply wrapped the medium around the message. Unconstrained by conventional channel planning, we adopted an unorthodox, ‘surround-sound’ approach, peppering our messages across the island, and surprising our audience in a multitude of ways over an intensive two-week period.