Calling All Will Smiths, Bright, Netflix

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.
We found our Will Smith's now we need to train them to be Holllywood blockbuster versions of themselves if they want to step up and take Will Smith's place.
We've trained them, now we need to release them out into the world and help Will Smith promote Bright.
Aussie Will Smith steps in for the Hollywood actor Will Smith and attends a media junket with Co-Star of Bright Lucy Fry, who plays an eld in Bright. They answered questions that fans had tweeted in for them. Watch video here.
‘Aussie’ Will Smith interviewed by the satirical newspaper. Read article.
Tasmanian cop Will Smith (first image from the left) was sent to the LA red carpet premiere of Bright and was interviewed by IGN with co-star Joel Edgerton (centre image, far right) who plays an Orc in Bright.
Will Smith giving a shoutout to his global stand-ins on the Jimmy Kimmel Show.
Finally 'Aussie' Will Smith's meet the Will Smith on national TV.
In keeping with the Aussie theme (and the release being close the Christmas), the Australian Netflix premiere was held inside a typical Aussie suburban home with a local Will Smith switching on the Bright Xmas Lights. Watch here.

Companies

  • We Are Social

    We Are Social

    • Advertising
  • Netflix UK & Ireland

    Netflix UK & Ireland

    • Television

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