On the bluest of Blue Mondays (the unhappiest day of the year), we inserted an unbranded full-page letter in the Metro commiserating with commuters on their harrowing daily odyssey into work. But as bad as they had it, it wasn't nearly as bad as the fate of the three orphans in the new Netflix show: 'A Series of Unfortunate Events'.
"...the press advertising category at Cannes Lions was yet again unutterably depressing...Now this is more interesting than almost every ad that won a prize."
(Unfortunately, Count Olaf had disguised himself as the Netflix client, mandating no ego be stroked, no award show be entered).
Reddit fans spotted the secret clues that were left in the letter (all the Vs, Fs and Ds were raised - VFD is the acronym for the secret society in the show)
A print ad became social
The misery followed Londoners on their way to work with Lemony Snicket quotes appearing outside a number of ostentatious outlets who documented the day on their social channels. Those who wanted to play along were rewarded with gift cards hidden inside Lemony Snicket books.
The terrible tale was captured on Netflix UK’s Instagram, through the eyes of an unfortunate commuter
Featured in Directory Magazine
Pickup (there was a lot but here are a few examples)
Lumen Heat Map
Creatives: David Feldman, Rory McClenaghan, Lee Cassanell