Context
As part of an activation for their new film ‘Spellbound’ Netflix wanted something creative and other then the usual Spectaculars, OOH and digital ads. Together with a team of creatives and producers we came up with the launch of the movie.

Insight
As the film is about a princess with divorced parents I tapped in my own experiences of divorcing parents and  challenged Netflix to open up their address restrictions for kids with divorced parents to watch the film with both parents at different addresses. Herein Netflix could show they actually understand the troubles these kids face. 

Solution
I would’ve named the campaign ‘Break the Spell, Break the Sharing restrictions’. Building on the movie’s tagline and the insight of the divorced children.
Creating a two week window from the start of the movie’s launch to enable watching a Netflix account on multiple addresses again. Hereby enticing Netflix-members to enjoy the movie with their children in separate occasions, and potential members to benefit from this option, in order to attract new members.