House of Cards
When Netflix made its bold foray into original programming, it rewrote the rules — making an entire season available all at once for binge viewing. That also changes all the rules for marketing and advertising. With a single release date in markets all over the world, a strong message has to cut through the clutter across a broad array of media, from traditional key art, print, and OOH pieces to inventive new concepts and breakthrough approaches to digital placements. For the critically acclaimed HOUSE OF CARDS, Canyon was up for the challenge.
BUILDING A HOUSE OF CARDS
We pitched high-impact custom units as well as innovative solutions within standard units. Setting the tone for the campaign, we paired cinemagraphs shot by series’ executive producer David Fincher with compelling character quotes and copy.
THERE ARE TWO KINDS OF PAIN
Canyon provided innovative creative solutions for unique pieces, including a :15 cinema spot and dynamic visual pieces specifically designed for Times Square and Penn Plaza.
DEMOCRACY IS OVERRATED
We developed hundreds of digital units — including multiple custom takeovers — one of which required precision planning. Just as President Barack Obama’s State of the Union address came to an end… Visitors to The Washington Post and Slate discovered Representative Frank Underwood’s “rebuttal.”
THE KIND OF PAIN THAT
MAKES YOU STRONGER
From newspaper print ads to one-sheets, kiosks, and billboards, the project included 59 different print pieces. The campaign expanded to include North America, Latin America, and Europe with over 300 total deliverables, including digital pieces translated into eight different languages.
The months of effort paid off. The print and digital campaign connected emotionally with audiences everywhere. The successful season launch captivated viewers and sparked tremendous online buzz.