Creepy Smilers Take Over Sydney in New Campaign Promoting Horror Movie ‘Smile’

Smile and the world… doesn’t always smile with you.


Paramount Pictures Australia


Hello Social

Paramount Pictures has partnered Hello Social to bring the movie studio’s chilling new horror movie “Smile’ to the streets of Sydney.

The campaign put ominous-looking people frozen in place and smiling eerily on the train, at the park, inside office buildings and in front of the iconic Sydney Harbour Bridge. All to draw attention to the new film written & directed by Parker Finn and starring Sosie Bacon.

Groups of more than 20 at-a-time were spotted in some locations such as Mrs. Macquarie’s Chair, Pitt Street Mall, Central Station, Surry Hills, Hyde Park, and Martin Place.


The smilers also made an appearance online through custom social content posted by TikTok creators Caleb Finn and Emma Horn, providing a further glimpse into the creepy smilers as they descended on the streets of Sydney.


Sam Kelly, Partner and Managing Director of Hello Social, says: “Our strategy was to drive beyond pure key art and trailer promotion. The multi-pronged activation provided us with a disruptive real-life moment, an earned PR opportunity and made for epic social content that localized the films narrative and could be served digitally to the masses.”



Client: Paramount Pictures Australia
Senior Media & Digital Manager: Alice Tran
Senior National Publicity Manager: Hannah Brown
National Publicity Manager: Madeline Georgiadis
Digital Marketing Executive: Terryn Wood
Media Manager: John Macmahon
Creative & Media Agency: Hello Social
Partner & Managing Director: Sam Kelly
Director Of Content: Ben Stavert
Head Of Talent And Pr: Melissa Leverett
Strategy Director: Matt Pearce
Project Director: Jo Allen
Senior Performance Manager: Hannah Steele

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