Netflix Heroines Star in 'Rules for the Modern Woman'
Netflix has been celebrating its fantastic female characters in a campaign that launched during this week's Emmy ceremony. #SheRules has been created to promote the launch of its new series about Queen Elizabeth II and her relationship with the irascible Prince Philip.
The launch TV spot was a hit with the Twitterati - and NY-based agency Joan is following it up with a brilliantly subversive social component.
Taking inspiration from the condescending educational films of 1950s America, 'Rules for the Modern Woman' sees characters from Netflix series scrub out old school stereotypes of a demure housewife. 'Women, know your place'... try telling Claire Underwood that!
'Rules for the Modern Woman' is the first to come out of Joan, the agency founded by former W+K ECD Jaime Robinson and former Refinery29 COO Lisa Clunie.
Original Netflix 'She Rules' ad that aired during the 2016 Emmys
Creative Agency: Joan
Art Director: Marques Gartrell
Chief Creative Officer: Jaime Robinson
Executive Producer: Sherri Levy
Production co-ordinator: Lauren Teng
Edit Company: Paper, Scissors
Editor: Parker Whipple
Edit Assistant: Tania Mesta
Producer: Jenny Greenfield
Post Production / VFX
Visual Effects: Harry Truman
Music Production: Ring the Alarm
Category: Publications and media , Streaming Services
Genre: Comedy , Dialogue , People