We won a Webby for hijacking a Netflix Premiere

Tommy’s campaign for Netflix’s Blood Red Sky tops the Shortlist for International Awards Honoring Best of the Internet.

Hijacking a Netflix Premiere, the experience created by Tommy for Netflix Germany, has been named the Best Realtime Experience Virtual & Remote in the 26th Annual Webby Awards Internet Celebration. 

Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organization honoring excellence on the Internet.

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The ambitious activation involved wiring the flight up to a multi-camera CCTV stream, from the premiere, so that the Twitch community could ‘takeover the flight’ and vote on what happens next. 

Following the screening of the action-horror film (which tells the story of a woman with a mysterious illness who is forced into action when a group of terrorists attempt to hijack a transatlantic flight), the premiere goers were then immersed in the film’s story with a ‘jump out your seat’ live experience. 

Twitch viewers took control, taking a call on what the premiere goers would see and do next as vampires came out of nowhere to bite a flight attendant’s throat, the plane was plunged into a power-cut and bloody body parts dropped from the overhead lockers. 

Tommy has set the standard for innovation and creativity on the Internet,” said Claire Graves, Executive Director of The Webby Awards. “This award is a testament to the skill, ingenuity, and vision of its creators.

Sean Chambers, Chief Creative Officer of Tommy, commented: “When you’re working with one of the world’s most innovative, creative and exciting brands, you need to create work that matches their ambition.”

“With this next-generation branded experience – live, social, and with real storytelling craft – we’re allowing fans to become part of Blood Red Sky: to live, breathe and scream it”, said Chambers.

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This year’s Webby Special Achievement honorees include: Megan Thee Stallion (Webby Artist of the Year), Anil Dash and Kevin McCoy (Webby Lifetime Achievement), Takashi Murakami (Webby Special Achievement), Drew Barrymore (Webby Special Achievement), Adam Scott (Webby Best Actor), and #saygay (Webby Social Movement of the Year).

Discover more about the 2022 Webby Awards winners here. Get in touch with us about your next award-winning project here.