Our mission was to spread the word that Netflix is the place for internationally anticipated blockbusters, via the release of its first high-budget movie, Bright.
But with Bright launching simultaneously across 190 countries, our challenge was how to launch and promote the film in Australia with almost no access to its main star Will Smith.
Celebrities never come to Australia. So we put the call out to find Australians legally named ‘Will Smith’ to take Hollywood superstar Will Smith’s place and help promote Bright on Netflix.
We got Will Smith to post a call out on Facebook, Twitter and YouTube. This started out as an Australian campaign but quickly went global after Will Smith's post.