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November 5, 2026
Netflix’s viral stunt for The Electric State at Amsterdam Central
Netflix
The challenge
For a global player like Netflix, the bar for a new release is sky-high. The challenge for the launch of The Electric State was therefore extremely ambitious: create a physical outdoor campaign so spectacular and unique that it would go beyond its location and take on a life of its own online. Reaching travellers at Amsterdam Central was only the start. The real goal was to spark a global conversation and create a viral hit.
The solution
To achieve this extraordinary goal, CS Digital Media developed a pioneering and technically complex Giant Format installation. We literally took the campaign to the next level by adding an extra dimension to the existing, impressive Kathedraal (Cathedral) screens at Amsterdam Central. The spectacular execution consisted of:
- A giant 3D logo: A physical logo no less than 3.5 metres tall and weighing 100 kg was mounted above the digital screens, making it appear to float in the station hall.
- Integrated content: The full-motion content on the screens was perfectly aligned with the 3D object above, creating a stunning, layered visual effect.
- Supporting wraps: Additional sticker formats in the surrounding area completed the visual takeover.
The result
The installation’s impact was phenomenal. Thousands of travellers a day were surprised by the spectacular sight, creating countless photo and video moments. The campaign achieved its main goal with flying colours: the unique, stunning execution was widely shared on social media platforms such as LinkedIn, Instagram and TikTok and was picked up by international trade media. The result was a global viral hit, proving that a bold, innovative physical campaign can reach far beyond the location itself.
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