mOcean + Walt Disney Studios Distribution

2440 S. Sepulveda Blvd., Suite 160 Los Angeles, CA 90064 | p: 310.442.8100

mOcean + Walt Disney Studios Distribution | CIA Awards Submission

Single Category / Toy Story 3 - Online Advertising

The assignment for us was to market the release of Disney’s Toy Story 3 Blu-Ray Combo Pack. With the Toy Story franchise being the highest grossing and most beloved animated film series for Walt Disney Studios, we needed to develop banners and robust online advertisements that not only delivered the proper messaging, but conveyed the creativity, fun, and overall larger-than-life attitude of the movie and its characters.

We took some of Toy Story’s most popular characters and created a campaign that spanned over 40 unique advertisements differentiated by 3 different age groups, 3 different banner sizes, banner types (ranging from simple flash to robust interactive quizzes), and even two different languages for U.S. and Canadian markets.

Credits

Studio: Walt Disney Studios Distribution
- Mia Fletcher

Agency: mOcean
- Creative Director - Eric Kahn
- Art Director - Eugene Kim
- Developer - Erik Howard

For the adult and general audience expandable banner, we took Toy Story’s most popular character, Buzz Lightyear , and created animation where he invaded the user’s screen to deliver news about the Combo Pack. Because Buzz’s news is huge, the sizing of the messaging follows suit and expands to take over the entire 350 x 250 window. Lastly, we made the banner interactive with a release date sticker pop-up as well as laser projected "Pre-Order" and "Rollover" buttons.
350x250 Adults CLICK HERE TO REFRESH		350x250 Adults - Expanded CLICK HERE TO REFRESH

For the kids expandable banner, we wanted to provide something a little more gentle. We removed Buzz’s laser entrance and provided a friendlier backdrop of Toy Story's Sunnyside Daycare.
350x250 Kids CLICK HERE TO REFRESH		350x250 Kids - Expanded CLICK HERE TO REFRESH

To really engage and capture the attention of our Toy Story 3 audience, we developed a streamlined online quiz that was short enough for multiple playback.

350x250 Quiz

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And for our French speaking audience in Canada, this is our 728x90 banner.

728x90 French

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