GIFs react to the weather in Netflix's outdoor campaign

Is it raining cats and dogs while you wait for the bus? If you’re in Paris, the outdoor ad for Netflix right next to you might just show you an image of Gerard Butler from the fantasy war movie “300” as he uses a shield to hide from the rain.

That’s because Netflix’s new outdoor campaign in France consists entirely of movie GIFs, which change depending on context. On Friday night, the out-of-home ad may show the face of an happy actor with the subtitle: “Finally, the weekend. Relax with some Netflix.” If a big sale is underway at a nearby store, an adjacent poster will show hordes of screaming zombies.

“GIFs are part of Internet and pop culture,” said Ogilvy Paris ecd Baptiste Clinet. “We thought that it would be perfect to connect Netflix content to people’s emotions, interests and behaviors in this way and put its message in the consumer’s life.”

The campaign is created by Ogilvy, MEC and Screenbase. The team will watch for weather changes, news events or anything else happening, and will create GIFs from movies and shows available on Netflix accordingly. The campaign will run through Christmas.

Netflix hasn’t been available to the French for very long. The service launched in September to what the Telegraph called a “hostile” reception, as local film and television producers worry that it will undercut locally made films. The streaming service is trying to win over the French by producing a series called “Marseille,” a Gallic version of “House of Cards.”