Created to promote Virgin Mobile’s ‘Fair Go For All’ proposition, the ‘Fair Go Bro’ campaign showed Brad Pitt’s brother Doug getting a taste of the celebrity lifestyle. We were given the challenge of taking the idea online.
The campaign kicked off with a YouTube video introducing Doug to the world. It was viewed 1.3 million times and the website gained 30,000 Facebook likes, elevating Doug from ‘just a bro’ to ‘celebro!’ in just one week. The intent: to give the ‘Fair Go, Bro’ campaign some digital clout.