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.

IDEA

There’s a small rural town in New South Wales, Australia, called Yass.

Coined by the cast in Season One, “Yassssssss Queen” is a phrase synonymous with Queer Eye.

We connected the two in a local activation for the most “extra” play on words ever.

We created a custom episode of Netflix’s Queer Eye - exclusively for Australian social. “Yass, Australia” took the cast - The Fab Five - to the town of Yass (or, “Yassss!”) for their most ambitious makeover yet.

  • Over 22m video views, driving 82.3m impressions and 550k engagements
  • Now available on Netflix to over 139 million subscribers

MORE CASE STUDIES