‘Fair Go Bro'

Having a famous brother can sometimes be an advantage, but it is not necessarily the case. As a part of a new brand campaign called ‘Fair Go Bro’, created by Euro RSCG and One Green Bean, Virgin Mobile Australia has made an rather unusual move by promoting Doug Pitt, the brother of famous Hollywood actor Brad Pitt, as an actual celebrity.

Set to last until October, the campaign will have three phases, the main pillar of it being a website which has a simple premise – to get Facebook ‘likes’ from consumers, enabling Doug to become more famous. The first step in doing so is a new MTV Cribs-styled video called ‘Meet Doug Pitt, the second most famous Pitt in his family’:

The website will be updated every time Doug hits a fixed number of Facebook likes, showing his ‘transformation’ into a celebrity. It will also provide the consumers with Virgin Mobile deals and a chance to win some awards.