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The Electric State
Amplify + Netflix bring the real stars of The Electric State to Australia.
Challenge
Spark social buzz and build anticipation for The Electric State by leveraging its unique robot iconography and immersive worldbuilding.
The challenge was to generate meaningful social conversation around the film, inspiring audiences to actively engage by sharing their own content.
Insight + Strategy
The celebrity press tour has become essential to a movie release, with stars traveling worldwide to connect with fans through autographs and selfies. To drive conversation and promote the film's release, we played into this concept in a tongue-in-cheek way that would resonate with Australian humour.
Playing into the idea of a celebrity press tour, we decided to bring the "real" stars of The Electric State, Billbots Bert and Louise, to tour Australia and surprise audiences with their cheeky personalities.
The robots made appearances as iconic Sydney locations like Luna Park and Manly Beach, engaging with passerby using witty, localised dialogue that highlighted their human-averse personalities.
Bert and Louise interacted live with Aussies, playfully teasing surfers for being posers and requesting that beachgoers put a top on out of respect for other people's eyeballs.
The highlights from the robots' press tour, including an appearance on The Today Show, were packaged into a celebrity-style gag, positioning Bert and Louise as the true stars over actual movie stars Millie Bobby Brown and Chris Pratt.
In addition to the Billbots press tour, we worked with our partner Cutting Edge to create a bespoke anamorphic billboard that showcased the lead robot from the movie, Cosmo, in a 3D takeover of Melbourne Emporium in the week leading up to the film. Set in a 90s diner scene from the movie, the creative tapped into the robot iconography and 90s themes of the movie to encourage audiences to watch.