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Netflix's new ad boards react to the weather with GIFs

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To promote its recent launch in France, Netflix hired Ogilvy Paris to create an advertising campaign with a difference. The agency installed digital posters that change their content to match the context of their surroundings. GIFs from Netflix's content library in the country, such as Orange is the New Black, Breaking Bad and Fargo, are used to convey a range of emotions based on major current events, such as a sporting victory or the weather. The campaign will run through to Christmas, by which time locals will be more than used to the sight of 300's King Leonidas sheltering from the pouring rain under his shield.

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