The other Pitt
Virgin Mobile has signed up Brad Pitt’s brother Doug as its celebrity endorsement on the grounds that he deserves “a fair go”.
The campaign, masterminded by PR agency One Green Bean and Euro RSCG is the next stage of Virgin Mobile’s “A Fair Go For All” positioning launched last year.
The character of Robin Da Hood, who was created by Mojo and fronted the Fair Go campaign when it launched last year has been dropped.
The campaign will be centred around the Fair Go Bro website. The site will launch with an introductory Doug video asking Aussies to get to know the less famous Pitt and showing them his more ordinary lifestyle.
Virgin Mobile’s marketing director David Scribner said: “With consumer engagement paramount to success, we wanted push the boundaries and develop a campaign that had social and mobile at the heart of it. The first phase of the campaign centres around the website enabling consumers to engage and rally behind the cause before we introduce the TVCs, outdoor and print.”
Media at launch will include online display, pre-roll video,Facebook advertising, Nova radio and commuter press. TV, print, cinema and outdoor will follow later.
- Concept: Euro RSCG & One Green Bean
- ATL: Euro RSCG
- PR: One Green Bean
- Social Media: One Green Bean
- Digital Design & Development: Future Büro
- Media: Starcom
- Production Company: Revolver