I find brands most intriguing when they do one of two things: reflect current events in their messaging and keep a light, playful tone. When they achieve both, I consider it a win. When I read the exercise sheet, the first thing that popped into mind was the disarray between the UK and Europe. After jotting it down amongst a scrawled list of other ideas much like all my projects start ("Keep Calm and Netflix On," "Sir Patrick Stewart, now in your living room,” “Netflix & The UK: making couches cozier since 2016"), I decided to move forward with my initial concept. I believe unique messaging has a lot of influence in the world of advertising–sometimes needing to exist with minimal supporting visuals and stand alone. I kept with Netflix’s look and feel and tried to bring a light-hearted tone to the copy, making Netflix seem approachable and personal.