Campaigns
Netflix takes ‘The Gentlemen’ outdoors – and puts its message on the grass
For Season 2 of Netflix’s The Gentlemen, a field near the Gatwick flight path became an unexpected OOH canvas, with the campaign turning a simple patch of grass into a large-scale, hand-painted brand message.
Netflix has taken its latest The Gentlemen campaign quite literally to greener pastures. Instead of relying on the usual urban walls, billboards or digital screens, the campaign found a much more unconventional canvas: a large stretch of grass positioned along the flight path near Gatwick Airport.
Painted directly onto the field, the message reads “OUR GRASS IS GREENER”, with the distinctive visual language of The Gentlemen surrounding the execution. The scale of the installation makes it particularly effective from above, giving passengers flying over the area an unexpected piece of advertising to discover from their aircraft windows.
The execution was also 100% hand-painted, adding a physical and handcrafted quality to what is essentially a large-format outdoor message. Rather than constructing a conventional advertising structure, the campaign uses the landscape itself as the medium, allowing the surrounding environment to become part of the creative.