Bright
NETFLIX | Bright
Bright ist ein Netflix Original mit Will Smith, angesiedelt in einer rauen Welt, in der Fantasy und Realität aufeinandertreffen. Zum Launch entsteht eine integrierte Kampagne, die dieses Universum in den realen Raum holt. Out-of-Home-Platzierungen treffen auf immersive Eventkommunikation. Urbane Räume werden zu Bühnen, auf denen sich die Atmosphäre des Films mit dem Alltag überlagert und für kulturellen Buzz sorgt.
Bright is a Netflix original film starring Will Smith, set in a gritty world where fantasy and reality collide. To launch the title, we developed an integrated campaign that brought this universe into the real world. The rollout combined striking out-of-home placements with immersive event communication. Urban environments became stages for the film’s atmosphere, blending fiction with everyday life. The result was a bold, city-scale presence that amplified awareness and cultural buzz around the release.
Out of Home
We amplified the narrative by mimicking local police recruitment campaigns, launching official-looking hiring notices. Framed in the visual language of real police ads, the campaign blurred the line between fiction and reality. High-impact placements across prominent billboard locations in Germany ensured strong urban visibility and sparked widespread curiosity and conversation.
Die Story wird über die Serie hinausgedacht und wie eine lokale Polizei-Recruitingkampagne inszeniert: mit offiziell wirkenden Stellenanzeigen. So verwischt die Kampagne die Grenze zwischen Fiktion und Realität. Auffällige Platzierungen an prominenten Billboard-Standorten in Deutschland sorgen für starke Präsenz im Stadtraum und lösen Neugier und Gespräche aus.
Essen Motor Show
We also brought the world of Bright directly to fans at the Essen Motor Show. With an authentic LAPD patrol car on site, the cinematic universe became tangible and real. The vehicle served as a powerful visual anchor, drawing crowds and sparking conversations. Combined with interactive fan attractions, the activation created an immersive experience that extended the campaign beyond classic media placements and into live engagement.
The world of Bright will also be brought to life at the Essen Motor Show . An authentic LAPD patrol car will be on-site, making the cinematic universe tangible. The vehicle will serve as a visual anchor, drawing attention and sparking conversations. Combined with interactive fan offerings, this will create an immersive experience that extends the campaign beyond traditional media into direct interaction.
Credits
CD/Art: Thomas Knüwer, Christoph Toma-Schönbäck
AD: Dominik Jahnke
Concept, Text: Dennis Ruhnau, Christoph Toma-Schönbäck
Agency: Kolle-Rebbe
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