Oswald Is Back!
2023 marks The Walt Disney Company's 100th anniversary, aka its biggest year to date. The entire company will be celebrating all year long with a calendar teeming marketing programs and activations. Every month, we'll spotlight a different franchise, from Mickey Mouse to Marvel, and build to the celebration of the century in October.
The Challenge: For this once-in-a-lifetime celebration, the company needed a kickoff as spectacular and history-making as the occasion itself.
The Solution: We found the perfect master of ceremonies in Oswald the Lucky Rabbit. Predating Mickey Mouse, Oswald is considered Walt Disney's very first breakout star. After Walt lost rights to the character in 1928, Oswald was locked in the vault for almost 95 years and Disney100 was the perfect occasion to bring him back. We partnered with Walt Disney Animation Studios to create an all-new animation, illustrated by legendary animator Eric Goldberg, to reintroduce Oswald to the world, and collaborated with Givenchy to create a limited-edition capsule collection to further drive awareness and affinity. The Oswald x Givenchy collection was supported by a mixed-reality animation starring actress Madelaine Petsch (Riverdale), model Alton Mason, and K-Pop star Amber Liu.
How I Executed: To maximize the impact of the top-funnel content that my team was creating, my role was to round out the campaign with highly engaging and unexpected mid-funnel activations to help make conversion irresistible. I led the concepting, development, and distribution of three custom AR experiences and also worked with Eric Goldberg and Walt Disney Animation Studios to create bespoke content for a larger-than-life 3D billboard in Times Square, in partnership with LG. Our billboard was a finalist in the 2023 OBIE Awards (the Oscars for OOH advertising).
Campaign Beats:
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Original animated short by Eric Goldberg of Walt Disney Animation Studios
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2 Oswald AR Snapchat lenses, 1 WebAR experience
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3D anamorphic billboard in Times Square
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Mixed-reality animation for Givenchy partnership
The Results (Top-Funnel):
WDAS Animation
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2.4B global media reach
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800+ stories
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$88M publicity value
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20K social mentions
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2.1M combined social impressions
Mixed-Reality Animation
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500M global media impressions
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53M global social impressions
Mixed-Reality Animation
My Roles:
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Campaign ideation and strategy
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Partner relations
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Digital development
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Paid media strategy
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Organic social strategy
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Team management
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Project management
Animated Short
Oswald x Givenchy Collection
AR Experiences
The Results (Mid-Funnel):
Oswald Ears
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651K Impressions
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15k Shares
Oswald World Painter
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339K impressions
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7K Shares
3D Billboard Video on Social
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839K Reached
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1.6M Impressions
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307K ThruPlays
3D Billboard in Times Square
