The Brief
Netflix and its agency partners, FCA and Allied Global Marketing were looking for a creative way to spark a new conversation around the season three finale of “Busted” – one of Netflix’s biggest original series in Asia. They also hoped to spur a larger celebration of the series that could take place in part online.
The Solution
To celebrate one of Netflix’s biggest series in Asia, the brand contacted GWR to create the world’s smallest printed magazine advertisement as a way to highlight and capture the essence of what the show is all about: mystery and surprise.
Event organizers spent weeks focusing on the details of how to get such a small promotion into print per official record guidelines, but ultimately, managed to pull off the challenge. The final ad was featured in the January 14th edition of Variety magazine and measured 4.329 cm² (0.670 in²), as confirmed by GWR.
The achievement was announced on the official social channels for “Busted” and Variety with the activation garnering a total of 1M+ impressions across all media.
We wanted to introduce Busted to a wider global audience with an idea that captured the essence of what the show was all about: hijinks, mysteries and surprises. And what better way to shine a light on one of Netflix’s biggest original series in Asia, than by creating a certified GUINNESS WORLD RECORDS™ title for the smallest printed magazine advertisement. It was a once-in-a-lifetime experience filled with twists and turns – and the GWR team worked with us through every turn, providing incredibly thorough detail, professional wisdom and generous flexibility during unprecedented times. We’re finding every excuse we can to break another record for our clients – they were that great.