NETFLIX
BACK TO THE
OUTBACK
The Project
Back to the Outback is Netflix’s heart-warming celebration of Australia’s one-off customs and a reminder it’s what is on the inside that truly counts. POLY developed the creative platform “Ugly is the new beautiful” to help Australian families of all backgrounds discover and appreciate inner beauty in themselves and the world around them.
We generated hype for the release celebrating the unmatched splendour of the Outback and the weird and wonderful creatures that call it home through OOH, social media, digital display, native advertising, PR, and retail activations, as well as an unrepeatable event and a specially crafted print magazine.
You Beauty, presented by Back to the Outback, comprised a range of fun and interactive activities for the whole family to enjoy, while Back to the Outback Park brought the Outback to the city, encouraging kids to get acquainted with the qualities and oddities of the film’s main characters.
WE WANTED TO BRING TO LIFE THE THEME OF “UGLY IS THE NEW BEAUTIFUL”
