Netflix created a pop-up store featuring products aimed at LGBTQ+ families ahead of the upcoming film release for The Invisible Thread. Netflix’s The Invisible Thread is an Italian-language film following a 15-year-old son and his two fathers. To foster conversation about the experiences of LGBTQ+ families, Netflix created a pop-up store in Milan dubbed “HOM,” featuring household items like chairs, clocks, pots, and a rug—except none of the items are actually for sale. A spoof film featuring one of the film’s stars talks to store-goers about how the products featured in the HOM collection are used in same-gender parental households. Netflix worked with paid influencers from the LGBTQ+ community to create vlogs using irony to raise awareness of the initiative and drive home the discussion. (Adweek)
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