Case study · Netflix Indonesia · 2024
The most dangerous brief in entertainment marketing: a beloved animated classic, a live action remake, and an audience primed to hate it before it started.
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The situation
Live action remakes carry a specific kind of dread. Fans don't just watch. They audit. The campaign couldn't lead with the show. It needed to lead with something the audience already trusted: Indonesia itself.
The idea: reimagine the four element benders (earth, water, fire, air) as if they existed in Indonesia. Not a recreation of the original characters, but a genuine cultural translation. We cast influencers who embodied each element's energy and gave Indonesian audiences something to claim as their own before the show dropped.
Netflix Indonesia's most viral digital video of the campaign cycle. 500+ earned media pickups, not through spend, but because the concept was genuinely shareable. Fans of the original shared it. Indonesian audiences who'd never seen the cartoon shared it. Both groups walked into the premiere warmer than they would have been.