The Brief
The Walt Disney Company has built a 100+ year legacy around childhood memories, magical storytelling, and iconic theme parks. So how do we shift perceptions of Disney+ and show audiences that it also offers compelling, high-quality content for adults?
The Concept
Use Disney’s 100+ year legacy to your advantage.
The idea centred on a simple juxtaposition: pairing “classic” Disney content with something audiences wouldn’t typically associate with the brand. Each pairing shared a common thematic thread, making the two titles feel surprisingly connected.
The idea centred on a simple juxtaposition: pairing “classic” Disney content with something audiences wouldn’t typically associate with the brand. Each pairing shared a common thematic thread, making the two titles feel surprisingly connected.
The Execution
The instantly recognisable Disney IP created such strong brand attribution across the OOH campaign that the adult-focused content alongside it also achieved exceptionally high attribution for Disney+.
The concept proved so successful that it not only won an award, but the “juxtaposition” approach has since become a recurring creative device within Disney+ branding.
The Development
In early 2026, we revisited this concept when Disney+ acquired the UEFA Women’s Champions League. We were faced with a similar challenge: how do we build strong attribution between Disney+ and live sport?
Once again, the juxtaposition approach proved to be the strongest creative route, testing exceptionally well with audiences. The key challenge this time was evolving the idea to work within the platform’s updated branding system, while still maintaining the simplicity and impact that made the original concept so successful.
