There's nothing woolly about Netflix's new viral campaign for Thursday Murder Club

Netflix’s charmingly quirky campaign to promote its film adaptation of Richard Osman’s bestselling novel ‘The Thursday Murder Club’ taps into a very British tradition, being dubbed ‘yarnbombing’.

The series, released on August 29, 2025, was marked with ad agency Meanwhile, seeing the streaming giant adorn postboxes with hand-knitted toppers, transforming them into cosy tributes to the film’s senior sleuths and their love for solving mysteries. The campaign, crafted by a team of local knitters, fits the film’s warm, witty tone.

The knitted postbox toppers, spotted in areas across the UK, feature intricate designs of magnifying glasses, teacups, and crime-scene tape, nodding to the story’s blend of cosy charm and murder-mystery intrigue.

The campaign extends beyond postboxes, with a “knitted billboard” unveiled, showcasing a woven tableau of the film’s stars Helen Mirren, Pierce Brosnan, Celia Imrie, and Ben Kingsley. Created by a Northwest knitting collective, the billboard has drawn crowds and sparked a flurry of social media posts.

Our take

This is one of those campaigns that we reckon creative agencies will be kicking themselves for not thinking of. It was, after all, right there in front of us when we returned our Vinted castoffs, or grudgingly palmed off our increasingly crippling HMRC forms.

In a digital world, the novelty of seeing something that’s lovingly handmade rises proportionately, and the ‘Little England’ appeal of a bit of craftwork is fitting to the Netflix content in question here.

Oversensitive as we perhaps are at Creative Moment to picking up on themes, we can’t help but categorise this campaign alongside the local feel of Asics’ and EE’s recent efforts. There’s also a heavy dose of British nostalgia seeping in, as seen in Bournville’s return, among others. We might also mention the trend towards handmade services seen in this work for Charlie Bingham back in January 2024. 

Ultimately, though, this one has knitted itself into a category of its own, and we’re here for it.

Images courtesy of Meanwhile/Netflix.