Hasta La Motion!

Netflix campaign “FU 2016” (Frank Underwood 2016), a promotion for the fourth season of House of Cards, won the Integrated Grand Prix at 2016 Cannes Lions International Festival of Creativity. Launched in December 2016 to coincide with the Republican presidential candidate debate, the campaign presented Frank (Kevin Spacey) as the best contender for the job of President of the USA. “It’s a new day in America. Today, more people will go to work, return home to their families and sleep more soundly than ever before all because one man refuses to settle, putting people before politics. That man is Frank Underwood.” A web site, fu2016.com, invites visitors to join Frank’s campaign and support issues such as dishonesty, inequality and entitlement. On the site, voters could view Frank’s platform, discover Easter eggs teasing at the fate of the First Lady, and use a digital tool to say “FU” to any issue facing America today on social media. The FU 2016 campaign continued into 2016 with the launch of a campaign headquarters in Greenville, South Carolina, and political campaign merchandise.

Frank Underwood 2016 Credits

The Frank Underwood 2016 campaign was developed at BBH New York by creative chairman John Patroulis, chief creative officer Ari Weiss, executive creative director Gerard Caputo, creative directors Dave Brown, Daniel Bonder, art director Alexandra Sobiecki, copywriter Taylor Marsh, communications planner Megan Piro, strategy director Mark Aronson, business lead Alison Moser, head of integrated production and technology Carey Head, head of content production Kate Morrison, senior producer Christina Carter, producer Simon Joseph, head of user experience Kelly Bignell-Asedo.

Filming was shot by director Wally Pfister via Reset Content with executive producers Dave Morrison and Jeff McDougall, director of photography Bryce Fortner. Editor was Matt Murphy at Exile. Post production was done at The Mill by VFX supervisor Jimmy Bullard. Sound was produced at Sound Lounge by Tom Jucarone. Music was produced at APM.

Photography was produced by Cassia Hoffman at Birds + Stone.

The FU2016.com website was developed at North Kingdom. Interactive work was done at Allied Advertising.

Branding was produced at Agency Promoshop and Ralph NY.

Media was handled by MEC, Netflix and The Refinery. PR was handled in-house at Netflix.