Netflix
Queer Eye: 'Yass, Australia’
BRIEF
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.
INSIGHT
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.