Creative lead for Netflix’s first Nordic unscripted series

Is love really blind? To launch Netflix’s first Nordic unscripted reality series, Miltton crafted a bold 360° campaign that blurred the lines between love and spectacle—both online and in real life. From concept to strategy and production, we developed a multi-phase rollout built around the evolving idea that “Love is…” blind, all around and ultimately messy.

At the heart of the campaign was the “Chapel of Love”: a 48-hour pop-up wedding chapel in central Stockholm where couples got married for real, for fun, or all over again. The physical activation brought fans closer to the show with behind-the-scenes access and highly shareable moments.

The campaign combined social-first storytelling with eye-catching OOH and real-life experiences, generating massive attention both in feeds and in real life.

Results:

• 1.1 million views in the first 7 days

• Entered Netflix’s global Top 10

• Hundreds of UGC moments from the 48h pop-up chapel

• Strong emotional impact and high engagement across Sweden
  
  
  “Working with Miltton on our first unscripted series in the Nordics was an absolute pleasure. They quickly grasped our way of work, adapted seamlessly, and remained responsive throughout the project.”