Netflix
What is hidden will be revealed
About
Katla is the first Icelandic Netflix original. It needed an impactful launch campaign that would reach every person in Iceland, Netflix audiences and media globally and the fans of Iceland. This would require multiple strategies and a concept with an overarching narrative. And we were ready to fuse our talents.
Approach
Building anticipation and unity
The series explores human nature through themes of supernatural, Icelandic folklore, and unforgiving nature. Katla is set in the harrowingly beautiful scenery of Vík í Mýrdal, Iceland.
The mysterious mood and the feeling of anticipation became the defining campaign elements. As a result, the concept “What is hidden will be revealed” came to life. Information was given a bit by bit, naturally leading up to the launch.
Results
Multifaceted campaign
The campaign consisted of advertisements in newspapers, DOOH, paid digital media, a physical installation, and the creation, performance, and documentation of Voice of Katla. We shipped the volcanic ash from Iceland and it was used as the unifying visual element in ATL executions. Gradually, the stories underneath the ash were revealed and the series introduced through glimpses into the characters and scenes. Katla’s hidden emotions and persona were revealed by turning data into musical soundscapes and visualizations.
Unforeseen performance
Voice of Katla is a modern classical composition, performance and data visualization that uses volcanic data of Katla’s behavior recorded over the last century. It featured Gudrun Yr Eyfjord, Icelandic pop artist and actress playing the lead role in the series, and Hogni Egilsson, one of the best-known Icelandic artists of experimental music. The result represented the unforgiving nature and folklore in a very Icelandic way.
Success story
- Most watched in the Nordics
- 29 million impressions in Iceland
- 173 articles in media globally
- Vuoden Huiput 2021 / The best in Finnish design – GOLD in design
- Vuoden Huiput 2021 / The best in Finnish design / SILVER in sound design
- Dutch Creativity Awards 2021 Creative Data – BRONZE Spin
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