Netflix Wednesday S2: A Macabre Mall Makeover
Background & Activation
To celebrate the highly anticipated launch of Netflix’s Wednesday Season 2, we rolled out a nationwide Out of Home (OOH) campaign across some of the UK’s most prominent shopping centres. Much like Wednesday’s famous family themselves, our formats came in all shapes and sizes - delightfully creative, a little unconventional, and impossible to miss.
Orbit Ownership DOOH
Our Orbit Ownership DOOH screens played a pivotal role in delivering dynamic and engaging content. With 100% share of voice, Netflix had complete control over these premium digital spaces, allowing for a variety of creative executions.
This included extended trailers with full audio, giving passers-by a cinematic experience rarely seen in retail environments. The format was also used to create an interactive moment through a staring contest with Wednesday Addams herself — a fitting nod to the show’s main character.
In addition, the screens were leveraged for contextual messaging. In certain locations, directional copy guided shoppers through the space, including lines such as “This way to your final destination,” with arrows pointing toward mall exits. This use of location-aware creative added an unexpected and engaging layer to the experience, increasing dwell time and interaction.
Panoramic: Large-Scale Visual Impact
The Panoramic format acted as the Lurch of the campaign — tall, impossible to miss, and a commanding presence that towered over shoppers. Just as Lurch silently commands attention in the Addams household, these high-reaching placements dominated the retail landscape, ensuring Wednesday’s return was impossible to ignore.
Beyond scale, the Panoramics provided an opportunity to add an extra layer of contextual relevance. Messaging was tailored to the shopping environment itself, with one execution featuring the line “I prefer shock therapy to retail therapy.”
This clever play on words resonated with the shopping context while staying true to Wednesday’s darkly humorous personality, helping the creative feel more connected to its surroundings.
Banners
The campaign also utilised our hanging Mall Banners, positioned strategically in key atrium spaces within major shopping centres. Suspended above busy walkways and central gathering points, these banners created a floating presence directly within the shopper’s line of sight.
Atrium Banner at Bullring
At Bullring, Birmingham, a standout activation was executed in the form of a custom-built atrium banner. This unique format stretched between two levels of the shopping centre, ensuring visibility both from above and below. Its placement meant shoppers encountered the creative from multiple vantage points, making it a highly memorable focal point within the space.
The creative featured Wednesday lying flat inside a coffin, accompanied by the line “Season 2 will be the death of me.”
This visually striking execution amplified the theme of the campaign and married the medium with the message - creating a moment of intrigue that stopped shoppers in their tracks.
See the full campaign gallery here
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.