A division of Tractor Outdoor, Mischief Media worked on an innovative Netflix campaign for the release of the Bright movie, starring Will Smith and Joel Edgerton.
The campaign focused on males who enjoy action-packed genres and are fans of Smith. ‘The primary goal of the campaign was to generate conversation and to encourage people to subscribe to Netflix and enjoy new blockbuster releases. We decided on graffiti activation as it suited the movie’s look and feel and fitted in well with the ambience. The activations were completed and installed within two to three days per location,’ said Gisela Harrison, Head of Mischief Media.
The design concept of the campaign focused on conceptualising and implementing the use of graffiti to brighten two locations: the Piazza at Melrose Arch and Pirates Sports Club in Parkhurst in Johannesburg.