Benddownto read
Disney · Entertainment
Disney
To launch Toy Story 5, Disney needed a whole new generation of kids to meet its favorite toys. So we built the smallest ad in the city — the Mini Mupi, a 120 cm street display at kid height, planted in squares and parks. It became a permanent format.
Situation
Kids grow up. That's the plot.
Toy Story has been making kids happy for three decades. That's also the problem — kids grow up. It's the plot of every film in the saga. For the fifth chapter, Disney didn't need to remind the old fans; it needed the toys to do what toys do best, find new friends.
The smallest ad in the city.
The biggestimpression.
Solution
A city display, cut down to size
We made the medium the message. The Mini Mupi is a standard urban display with exactly one spec rewritten — height. 120 centimeters, a six-year-old's eye line. Real build, real backlight, real street permits, installed in squares and parks across the city. The first ad grown-ups have to bend down to read.
120 centimeters,eye to eye.
Result
This one stays
Kids walked up to it like it was theirs — because it was. Parents crouched down next to them and took the photo. The Mini Mupi outlived the premiere — Disney has made it a permanent format for future launches. New friends, found.
