Cultural / Context information for the jury

In launching Nowhere Man, its first ever Chinese language Original, the brand wanted to expand its audience base, push the boundaries of the typical entertainment marketing and seek out a broader audience pool beyond existing Netflix fans with a breakthrough idea. Nowhere Man is a genre-bending story with complex themes that could be hard to explain. On top of that, it is also a brand new IP without an existing fanbase. So how could we help Netflix reach a new audience, drive viewing of the series, bring to life a relatively complex show, and break the existing perception of Netflix being purely a Hollywood player all at the same time? Partnering with Nuit Blanche Art Festival, we brought Nowhere Man to life through an immersive VR experience. The experience was well loved by the festival attendees, and Nowhere Man became the top 10 most popular series in Taiwan in 2019.

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“You feel like you are really in Nowhere Man.” We decided to create an unmissable moment that fans would want to share on their social media, give them a tease of the intriguing universe and unique aesthetics of Nowhere Man, all while not offering any spoilers to the actual plot line itself. We invited attendees to visit prison in the show and enter our protagonist Ah Quan’s dream through an immersive VR theater experience that features key moments of the show. Bring the audience straight into the story - an experience that had never been seen before. This became a unique experience not only in virtual reality but in actual reality. Furthermore, the installation became a check-in point and photo-op for fans and audience even after the Nuit Blanche event. It was a moment that connected the audience with the show closer than ever.