Disney Cinemagic

Launching Disney’s Summer movie season.

Overview

To highlight the start of Disney Cinemagic’s Monster Summer of Movies we were briefed to create an arresting picture and video opportunity that would grab the attention of the online community.

Campaign

What We Did The movie season launch fell on the first weekend of the school Summer holidays and so we looked for an opportunity to bring the British seaside into the story. We commissioned a group of artists to create a massive sand sculpture of the Monsters’ Inc. iconic character Sulley and settled on famous family beach Blackpool as our backdrop.

Our artists undertook a monster-sized challenge in their attempt to create a picture that would span the equivalent of three Olympic sized swimming pools. And it was a battle against nature and the elements, with the team working from 4:30am to complete the picture before it was washed away by high tide at 10am. Permissions from local authorities were organised on a fast turnaround and filming of a short, branded ‘making of’ film and location photography were arranged to run on a military timetable. Despite a 24 hour delay due to bad weather – the picture was completed and the sell-in began…

The day before the event we invited local press to a briefing which produced great coverage in the area including features in The Blackpool Gazette, The Citizen and The Lancashire Evening Post, BBC Lancashire, The Wave and Rock FM.

 

Results

An audience of 80 Million were reached by the ensuing coverage – which was all clearly branded. The Sun chose ‘Monster Beach Art’ as their viral of the week and it also appeared on the Sun Online’s home page from Friday afternoon onwards. Other online highlights include: The Telegraph, Guardian, The Daily Express, Yahoo, MSN and numerous specialist family, parenting and TV sites. The viral was also available on 30 UGC sites which received thousands of hits daily.