Netflix made a fake brand for LGBTQ+ families

Campaign to promote movie 'The Invisible Thread' included a pop-up store in Milan

Published On
Mar 09, 2022

Editor's Pick

As the streaming wars intensify, brands in the space are dreaming up increasingly inventive ways to promote their content. The latest comes from Netflix Italy, which has created an entire fake brand, complete with pop-up store, to promote "The Invisible Thread," a new Italian comedy/drama movie about a teenager with two fathers.

Agency Dude Milan developed the brand, "Hom," which is styled as a range of home products designed specifically for families with same-sex parents. The products are actually no different from regular products, and the aim is to highlight that the domestic monotony of everyday life is just the same for LGBTQ+ families as in traditional family units.


The products—including chairs, pots and pans, photo frames, rugs and clocks—went on display (although not for sale) at a pop-up store in Milan last weekend (March 4-6 ), backed by a spoof promotional film launching the fake brand on social media. This was  followed by a second film, seen here, in which Filippo Timi, one of the stars of the film, talks through the key features of some products. The idea starts to become clear when he explains that, for example, the Hom chair works just the same as any other chair.


Italian Instagram influencers active in the LGBTQ+ community also promoted the campaign and fake brand in their videos. The campaign is supported by Diversity Lab, an association that works to raise awareness about the importance of inclusion relating to communication content.





Mar 09, 2022
Client :
Netflix Italia
Agency :
DUDE Milan
Chief Creative Officer & Partner :
Livio Basoli
Chief Creative Officer & Partner :
Lorenzo Picchiotti
Senior Copywriter :
Cecilia Rocchetta
Art Director :
Giovanna Mocchetti
Junior Copywriter :
Paola Cecere
Junior Art Director :
Edoardo Serafini
Client Director :
Elena Panza
Account Manager :
Gianluca Gaiga
Integrated Production Director :
Matteo Pecorari
Head of Physical Production :
Simone Raddi
Producer :
Valeria Mazzotta
Junior Producer :
Giovanna Distefano
Junior Production Coordinator :
Francesca Di Donna
Director :
Riccardo Digiacomo
Giuseppe Bonasia
Social Media Strategist :
Elisa Fiorentini
Social Media Manager :
Alessandro Magnani
Art Director :
Mariano Barresi
Design Director :
Alessio Salatino
Graphic Designer :
Federico Paffetti
Digital Pr Manager :
Vittoria Caron
Head of Events&Special Projects :
Laura Boy
Producer :
Giorgio Zattoni
Special Projects :
Martina Augelli
Junior Producer :
Camilla Cordaro
Junior Producer :
Beatrice Latini
Photographer :
Alice Cannara Malan
Post Production Supervisor :
Seba Morando
Editor :
Carlotta Marrucci
Editor :
Valentina Renna
Color Correction :
Giorgia Meacci
Sound Design :
Tommaso Barbaro

Need a credit fix? Contact the Creativity Editors

Project Type