Wednesday sheds 'Black Tears' in memorable experiential campaign

It might not be what The Rolling Stones had in mind when they sang Paint it Black, but Netflix’s second series of ‘Wednesday’ demonstrates the streaming service’s knack for great experiential

Created by MullenLowe Philippines and Netflix, the latest stunt for Wednesday Season 2 (we loved the first series, FYI) has certainly gone ‘theatrical’.

‘Black Tears’ is an outdoor activation that literally stained Manila’s Venice Grand Canal Mall jet-black. Inspired by Wednesday Addams’s dark aesthetic, the stunt saw biodegradable dye slowly released into the canal water to mimic the series’ signature “black tears.”

Over two days, the Black Tears experience unfolded on a massive stage featuring a billboard-sized image of Wednesday’s face. In a striking visual metaphor an environmentally friendly black dye gradually turned the mall’s 650-foot canal black. By the end of the activation, the canal was restored to its original pristine state, we’re assured.

The result is pretty on point for the show’s comically broody, goth-like aesthetic, and it works as a morbidly beautiful live artwork in its own right.

The spectacle instantly went viral across TikTok and Instagram, cementing it as another smart live campaign in Netflix’s OOH roster, alongside the “Stranger Things Rift” London projections and “3D One Piece” Tokyo displays.

When done right, outdoor marketing hits differently, as they say. And, while traditionally its appeal was reserved for a specialist ‘lucky’ audience, nowadays the reach is far wider thanks to social.

Props to MullenLowe and Netflix for turning an everyday space into a memorable ode to a much-loved series return.

Image credit: Netflix campaign