Netflix specializes in providing online streaming and on-demand videos, series and documentaries to subscribers. They were looking for a unique concept to promote the Netflix Original movie called Bright.
For the launch of the Netflix Original movie called Bright (starring Will Smith) Mischief aimed to break through the traditional mold of how blockbuster movies are promoted and perceived. Mischief teamed up with celebrated graffiti artists to paint scenes from the movie, incorporating glow in the dark paint in various locations around Melrose Arch in Johannesburg.
The campaign was relevant for local audiences and created a lot of talkability on social media