Warm Street and Netflix Land Two Grand Winners, Gold & Bronze for “Queen Charlotte’s Global Orchestra” at Clio Entertainment Awards 2024

• Global social media campaign contributes to “Queen Charlotte: A Bridgerton Story” becoming Netflix’s most successful series launch ever
• Viral sensation embodies empowerment, diversity, and cultural change

UK music first social agency Warm Street and partner Netflix have landed two Grand Winners at this year’s prestigious Clio Entertainment Awards for global social media campaign “Queen Charlotte’s Global Orchestra”. The work was created to launch Netflix’s “Queen Charlotte: A Bridgerton Story”.

The raft of awards include Grand Winner: original content/creative content; Grand Winner: social media/use of influencer and talent; Gold: social media/long form social media video; Bronze: drama/ audio visual special shoot video.

Theo Gentilli, Warm Street Founding Partner, has commented: “Clio Entertainment Awards celebrate global creative excellence in entertainment marketing so we could not be prouder for our partner Netflix. Warm Street has been built on principles of inclusion, using brand dollars to create a better world. For the Clios to recognise our work’s impact is endlessly inspiring.”

He continued, “Queen Charlotte has been an incredible passion project for all of us. We truly wanted to create cultural change by raising awareness of talented women of Colour playing classical music globally and helping inspire a new generation of musicians.  Thank you from the bottom of my heart to every single magnificent person who helped make this happen.”

The work

Inspired by the show’s themes of empowerment, diversity, and cultural change, Warm Street’s long form video and social media strategy broke new ground in promotional content. Creative insight came from a stark reality: less than 3% of orchestras include people of colour, with gender equity still a distant goal in the music industry.

In a world first, Warm Street assembled a 74-piece, all-women-of-colour orchestra in under two months. This extraordinary ensemble reimagined Alicia Keys’ “If I Ain’t Got You” in classical style, coinciding with the song’s 20th anniversary. The production was led by a majority-female crew, further emphasising commitment to representation both in front of and behind the camera.

Commercial and cultural Impact

The video was a transformative experience with impact extending far beyond production: over 50 million views across Netflix’s platforms, Bridgerton and Alicia Keys social and YouTube channels. In 2023, the campaign was nominated in the Video for Good category at the MTV VMAs. More recently it won Best Casting of an Open Media Project in the Casting Directors Association Awards 2024.

This innovative approach to promoting “Queen Charlotte” contributed to the series gathering an impressive 1.9 billion viewing minutes in its first few days on Netflix. It helped “Queen Charlotte” become Netflix’s best-performing series launch, with 145 million viewers in week one and 158 million in week two.

Most importantly, the video sparked a wave of inspiration, flooding online platforms with comments from viewers moved by the representation and artistry on display. Personal messages received from orchestra members themselves underscored the project’s profound impact on participants. The campaign has created a meaningful cultural moment resonating far beyond the screen.

Source: Warm Street

  Agency, Clio Entertainment Awards, Netflix, Warm Street