We built the smallest ad in the city to make the biggest impression.
Disney · Entertainment
Situation
Toy Story has been making us happy for decades. But kids grow up — just like in the films. For the launch of Toy Story 5, Disney needed to find new friends for their favorite toys: a whole new generation of children to discover the adventure.
Solution
So we invented a format
Our answer was to make the medium the message. We created a brand new OOH format: the mini mupi.
The smallest ad in the city.
The biggestimpression.
Solution
A city display, cut down to size
A standard city display, with one small difference — its height. At 120 cm, designed specifically for kids, installed in squares and parks across the city.
120 centimeters,eye to eye.
Result
Children loved it.
And so did their parents. Because as Toy Story always knew: we never really stop being kids. The studio loved it so much, they've made it a permanent format for future launches.
