Background
Bright is the first blockbuster movie of Netflix and it’s about a human police partnering with an Orc police. The goal was to make people aware that they don’t have to go to cinemas to feel the joy of blockbuster movies. We wanted to make people feel the cinema experience, in their own room.
Idea
We came up with a solution, just as in the Bright, we put Orcs in daily routines. In our film, we put Orcs in a local neighbourhood, show them in shops, streets, ghettos. Then, we made something crazier. Sent an Orc contestant to The Voice and made him sing like a human singer. It aired in live TV and hit people with a shock. We also covered the city with Orcish billboards. Also, sent a “movie basics pack kit” in order to give the cinema feeling.
Impact
The campaign earned its own media. Thousands of people shared the video, as well as the footage of our Orc in The Voice. We hit national news with the promo and people spread the joy themselves.