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Wednesday: Le Beach Club de Mercredi
Amplify teamed up with Netflix to reimagine summer in Paris through Wednesday’s gothic lens.
Challenge
We needed to captivate the imaginations of Parisians and immerse them in the world of the iconic Netflix show, Wednesday, during one of the quietest - and hottest - times in Paris.
Insight + Strategy
Netflix was on the cusp of launching one of its biggest titles in Paris, at a time when the city was practically deserted. In August, Parisians are either on holiday or dreaming of being on one. We saw this as an opportunity to tap into that seasonal energy and meet locals where they actually want to spend their summer days. Our goal was to subvert the summer mood and inject a touch of Wednesday into it, reminding people why they love the show.
Solution
Le Beach Club de Mercredi
In partnership with the iconic Paris Plages, we created a beach that Wednesday Addams herself might have designed, with a darkly delightful twist on the traditional summer scene. We turned sun and sand on its head, reimagining classic beach tropes through Wednesday’s macabre lens and inviting Parisians to step inside her world. From her razor-sharp wit to her gothic sensibility, every detail was carefully curated to immerse visitors in what makes Wednesday so unforgettable.
Set along the banks of the Seine, just beneath the Musée d’Orsay, this uniquely Parisian activation became a surreal summer moment. From an unforgettable launch event featuring Jenna Ortega, Tim Burton, a full orchestra, and some of Paris’s most exciting artists, to weekly programming Wednesday herself would’ve approved of, Le Beach Club de Mercredi brought fans closer than ever to one of Netflix’s most iconic characters.