The Immortal Man
Background
“By order of the Peaky Blinders!” This iconic catchphrase from the Birmingham crime gang captivated Netflix audiences worldwide. The fictional story is loosely based on a real, notorious youth gang that operated there between 1880 and 1910. Following the success of the series, it was time for a film. In collaboration with The Family, Truus and Megawatt, Netflix launched and promoted it on a grand scale.
Approach
Every Netflix show or film requires its own tailored activation. For Peaky Blinders, the overarching team devised a stunt the city of Amsterdam would not soon forget. The Peaky Blinders have new management and are taking over the city. A challenging one-take, shot and executed entirely in guerrilla style.
Starting at Leidseplein, the Peaky Blinders exited a tram, fully in style with the style of the series and the film. After hours in make-up, the barbershop and styling, the actors and Superchargers were indistinguishable from the real gang. They marched through the city in formation, shouting the well-known lines from the series and film. The takeover culminated in a finale at the Westerkerk. The footage speaks for itself.
Result
The goal, alongside taking over the city in spectacular fashion, was to generate as much (branded) social output as possible. There were no do-overs, and every part of the journey had to happen at precisely the right moment and in the right place. A major production, involving plenty of ingenuity, last-minute fixes and a touch of luck, ultimately resulted in the perfect one-take. And the Peaky Blinders? They didn’t just take over Amsterdam, but—through social media—the rest of the Netherlands as well. Mission accomplished.
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