Our brief was to launch Season Two of Netflix’s Queer Eye in Australia with a local twist. Netflix needed a social idea that connected the unscripted show with a new audience while providing something for existing fans of the show. We had to make an American show resonate with Australians by creating a campaign that promoted it in a way that hadn’t been done before.
Queer Eye Season One provided us with lots of social conversation. From social listening, we learned the show had its own seriously quotable language - “Can you believe?”, “Strugs to func”, and “YAAASSSS, henny!” - that fans were incorporating into their conversations.