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Talking last year’s Heartbreak High reboot, Netflix’s uber-articulate Director of Content Que Minh Luu says we should “lean into hyper locality to go global”. That means eshays are in, bin chickens are in, and leave worrying about the translation to Netflix.
Isn’t it refreshing to hear that the experts reckon our stories shouldn’t dial back our mannerisms or neutralise our accents anymore? In contrast, leaning further into specific Australian details adds appeal, apparently.
Has love of local – that trend towards greater personal connection, community, authenticity – gained such momentum that local transcends location, is borderless even?
There’s not a catch, but there is a condition. In turning the stuff locals love into a global hit, there needs to be balance. Points of differentiation (read: Australian quirk) must co-exist with enough familiarity to ground global viewers.
If there is a formula for capitalising on the cultural curiosity of audiences, it may just be: take one universal truth (e.g. teenage growing pains), then catapult it out of cliché through the lens of local.
Based on the panel discussion ‘Local is Global – The Ingredients To Make A Hit Australian Series’ at SXSW Sydney 2023.
→ As a strategist, Lauren has honed and grown her craft across multiple network agencies, leading the strategic charge on brands such as Monash University, Public Transport Victoria, Defence Force Recruiting, Bonds and 7-Eleven. An advocate of an audience-first approach, Lauren enjoys the pursuit of new insight and counts brand and comms strategy, consulting, and understanding data among her strategic skills.