Background: Having invested $90m into the production and script, Bright was Netflix's first major Original movie. As a result, Netflix tasked us with creating a launch campaign that screamed 'blockbuster'.
Problem: Australia often gets missed off the list when it comes to promo tours, and like most global superstar actors, our Bright posterboy Will Smith couldn’t fly out to promote the movie.
Solution: We couldn’t get Will Smith to Australia so instead we got all the Will Smiths’ of Australia to help promote Bright in his place.
After getting 5-minutes of the famous Will Smith's time, we sent him a script to read out, which he filmed and sent back to us (see below). We used this to help recruit Aussie Will Smiths who sent in their 'Will Smith' audition videos. We shortlisted the best ones, trained them and then dispatched them to promote Bright across the nation (and the red carpet in LA).
My Role: Concepting the campaign idea, as well as all the social content that followed. I wrote the script and assisted with the direction for the "Will Smith Training Day" film. I also concepted and directed the Aussie Will Smith and co-star Lucy Fry Q&A junket film and provided creative direction for the Betoota Advocate interview - all of which are embedded below.
The call out video that kickstarted the campaign
Our Will Smith training day video
Results:
A campaign that originated in Australia was picked up by media worldwide.
Netflix and Will Smith loved the idea so much we ran the campaign in both the US and Canada too.
60 Will Smiths promoted Bright in Australia, the US and Canada.
13.5m impressions for "Calling All Will Smiths" social content (Australia only - equivalent to half the population).
One campaign highlight saw Will Smith talking about the campaign to a national US audience on Jimmy Kimmel Live!
Will Smith did eventually fly to Australia where he met the 9 Aussie Will Smiths that started the campaign on live breakfast TV show, Sunshine.
Netflix CEO, Reed Hastings stated Bright was “a major success and drove a notable lift” in subscribers, their most valuable metric, when reporting the highest quarterly gains in their history.
“Every internal measurement says it’s [Bright] one of our most-watched pieces of original content meaning TV show or film that we’ve ever had”. Ted Sarandos, Netflix Chief Content Officer.
A campaign that originated in Australia was picked up by media worldwide.
Netflix and Will Smith loved the idea so much we ran the campaign in both the US and Canada too.
60 Will Smiths promoted Bright in Australia, the US and Canada.
13.5m impressions for "Calling All Will Smiths" social content (Australia only - equivalent to half the population).
One campaign highlight saw Will Smith talking about the campaign to a national US audience on Jimmy Kimmel Live!
Will Smith did eventually fly to Australia where he met the 9 Aussie Will Smiths that started the campaign on live breakfast TV show, Sunshine.
Netflix CEO, Reed Hastings stated Bright was “a major success and drove a notable lift” in subscribers, their most valuable metric, when reporting the highest quarterly gains in their history.
“Every internal measurement says it’s [Bright] one of our most-watched pieces of original content meaning TV show or film that we’ve ever had”. Ted Sarandos, Netflix Chief Content Officer.
Aussie Will Smith interviewed by IGN on the red carpet in LA alongside co-star, Joel Edgerton
"Will Smith" interviewed by The Betoota Advocate
Will Smith talks about the campaign on Jimmy Kimmel Live!
"Will Smith" junket with co-star Lucy Fry
There was a fairytale ending when Will Smith decided to surprise us all by flying over to Australia where he was able to meet all the Aussie Will Smiths on Sunrise, a national breakfast TV show
Awards:
Winner, The Webby Awards (Promotions & Contests)
Winner People's Vote, The Webby Awards (Promotions & Contests)
Winner, The Shorty Awards (Contest or Promotion)
Gold, The Shorty Awards (Entertainment)
Bronze, Spikes Asia Festival of Creativity (Digital - Influencer/Talent)
Finalist x2, Spikes Asia Festival of Creativity (Social & Influencer: Community Building + Co-Creation & UGC)
Finalist x3, AWARD awards (Best Integrated Social Campaign, Best Use of Social Media, Social Media Co-Creation & UGC)
Winner People's Vote, The Webby Awards (Promotions & Contests)
Winner, The Shorty Awards (Contest or Promotion)
Gold, The Shorty Awards (Entertainment)
Bronze, Spikes Asia Festival of Creativity (Digital - Influencer/Talent)
Finalist x2, Spikes Asia Festival of Creativity (Social & Influencer: Community Building + Co-Creation & UGC)
Finalist x3, AWARD awards (Best Integrated Social Campaign, Best Use of Social Media, Social Media Co-Creation & UGC)