Category: Titanium and Integrated
Advertiser: THE WALT DISNEY COMPANY
Product/Service: FILM
Agency: ZAPPING/M&C SAATCHI
Date of First Appearance: Jul 22 2010
Creative Executive Director: Urs Frick (Zapping/M&C Saatchi)
Creative Executive Director: Uschi Henkes (Zapping/M&C Saatchi)
Creative Executive Director: Manolo Moreno (Zapping/M&C Saatchi)
Writer: Jorge Campaña (Zapping/M&C Saatchi)
Writer: Manolo Moreno (Zapping/M&C Saatchi)
Graphic Designer: Fernando de Simón (Zapping/M&C Saatchi)
Graphic Designer: Ana Delgado (Zapping/M&C Saatchi)
Account Director: Maria Perea (Zapping/M&C Saatchi)
Art Directors: Elisa, Carlos, Nacho, Natalia, Pedro, Sofía, Lucía
Media placement: Outdoor - Cinemas - 20 July 2010
Media placement: Direct Marketing - Cinemas - 20 July 2010
Media placement: Ambient - Cinemas - 20 July 2010
Describe the campaign/entry
We created these items for the premiere of Toy Story 3 in Spain, which took place simultaneously in Madrid, Barcelona and Seville, and to which journalists, film people, critics, etc were all invited. The pieces were given out to those attending by promoters in the cinemas where the premieres were taking place.
The idea was to relate the spirit of the film through the pieces: those children who had destroyed the pieces, including the posters in the cinemas.
For the guests, who had still not seen the film, the suprise was huge when they received all the pieces defaced: t-shirts graffitied with children’s scribbling, the informative brochure, the posters, drawn all over, covered in plastersine, just like the invitation that they had received previously.
After seeing the brilliant film, the guests truly understood the meaning of the action.
Describe how the campaign/entry was launched across each channel in the order of implementation
The pieces were created in the ‘home-made’ style to boost the idea. It was about transposing the idea behind the film Toy Story 3 to these pieces, taking into account the sensation of these destructive little children who mistreated their toys; those little children who were going to mistreat the brochures, the t-shirts, the posters and the tickets.
We got together a group of children, aged between two and six, and let them customize and destroy, at their will, all the pieces. The finished pieces were then given out to those attending the film premier in Spain, important people from the film industry and journalists. Something curious about the pieces was that no piece was the same, each one had been uniquely customized by the children, in their own destructive way.
Give some idea of how successful this campaign/entry was with both client and consumer
The reach of these pieces is impossible to measure in percentages, given that it was not meant to be for mass media. The film had a huge impact in the media that weekend. The response to the invitation to the premier was 100%. The pieces appeared in different media, being included in information sheets and sector magazines.