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.
