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For the launch of the third and final season of British black comedy-drama ‘After Life’, staring Ricky Gervais, which launched on Netflix on January 14th, the giant streaming platform asked independent creative agency made by blah to create something memorable and special that drives positive conversation about the show and its portrayal of grief.
The dark comedy series follows local newspaper journalist Tony (Ricky Gervais) as he comes to terms with the death of his wife Lisa (Kerry Godliman) from breast cancer. The show tackles sensitive themes including suicide and depression.
With benches playing an integral part of some of the most memorable moments in After Life, as well as serving as important places for reflection and remembrance in our day-to-day life, made by blah’s campaign takes a pivotal and recurring scene from all three series – the park bench – and translates it into real life by installing 25 permanent benches in key locations around the UK.
Made by blah has created the benches in partnership with suicide prevention charity Campaign Against Living Miserably (CALM). Those who visit a bench will be able to access resources from CALM via a unique QR code with the wording “Life can be tough, but there’s always hope. Campaign Against Living Miserably (CALM) is by your side.”
Each of made by blah’s Benches of Hope is inscribed with a simple but significant quote from the show, “Hope is Everything,” inviting people to take a moment to think or connect with someone else around them. A plaque on the bench adds, “This bench is donated by Netflix to commemorate Ricky Gervais' 'After Life'.”
The benches can be found from 14th January 2022 right across the UK in locations including Bath, Birmingham, Glasgow, Liverpool, Taunton and Surrey Heath.
Oli Cole from made by blah said: “Instead of doing an ad, we wanted to build a lasting and authentic legacy for After Life. Our ambition is to get the nation to talk about the theme of hope by creating inviting places where people can connect with others.”
Simon Gunning, CEO, CALM said: “Park benches provide opportunities to reflect, talk to someone, sit shoulder to shoulder with someone and get things off your chest. That is why we’re delighted to team up with Netflix to put benches in parks across the country - inscribed with that crucial line from the show, “Hope is everything” - to help people have those conversations and to show it’s normal to have those feelings.”
Ricky Gervais said: “We hope the benches will create a lasting legacy for After Life, as well as become a place for people to visit, and we are thrilled to be associated with CALM and the great work they do.”
