A Series of Unfortunate Events
Out of home | Social media campaign
Client: Netflix
Role: Copywriter
Agency: Hi.5
Author Daniel Handler shares an ad on his personal Twitter
A billboard in West Hollywood makes light of club drugs
A bus shelter in NY makes light of the winter weather
An ad on Melrose in Los Angeles
“Lemony Snicket’s A Series of Unfortunate Events” has a devoted fanbase sensitive to the highly specific writing style of the fictitious Lemony Snicket—aka author Daniel Handler. In adapting and marketing the series, Netflix was faced with the difficult task of reproducing an extremely nuanced tone of voice.
As the lead copywriter for social, digital, and OOH, I was responsible for delivering copy, all of which was reviewed and ultimately approved by Daniel Handler himself…
…and then continued in kind.
In fact, we continued to pile on the misery with tweets such as these which the fans adored.
In many of the tweets, we hid secret messages recognizable to longtime fans.
The entirety of the campaign was filled with similar Easter eggs that extended the dark, whimsical mystery of the series into the real world marketing efforts. For instance, at www.vitalfandisclosure.com (which now redirects to Netflix) fans were able to find concept art and teasers.
