Panini Disney / Topolino Adv campaign
Are you ready to enter one of the most iconic houses in the world? After last year’s success of Scrooge McDuck’s Money Bin, Topolino introduces a new collector’s gadget – DonaldDuck’s House – and entrusted us with the project’s cross-media communication campaign. Three full floors, including a basement with the masked Duck’s secret, a garage and an openable sunroof, for a gadget that can be built together with Mickey Mouse thanks to the Panini Disney March issues. A specific multimedia advertising campaign that includes TV, radio, press, trade and digital.
PANINI COMICS / DISNEY
INDUSTRY
TOYS
SERVICES
CREATIVE STRATEGY / ART DIRECTION & COPYWRITING / MULTIMEDIA CONTENT CREATION & PRODUCTION
MEDIA
TVC, RADIO, MAGAZINE, OOH & DIGITAL OOH, NEWSAGENTS, TOUCH POINTS
Have you ever seen the inside of Donald Duck’s house?
Life - size ducks have appeared on the façades of buildings in Milan and stations in Rome.
The OOH campaign fully shows its disruptive nature taking advantage of the house-shaped digital means. Donald Duck’s house is showcased through a section of its interior so that the display becomes an x-ray of the building itself and of its apartments. It literally seems as if you can see the three floors of the house through its walls and the ducks going about their daily activities! The idea combines functionality and engagement
Creative Strategy
Target audience understanding
Creative marketing strategy
Creative direction
OOH Campaign
Creativity
Production
Delivery
TV
Creativity
Production
On air delivery
Radio
Creativity
Talent Casting
Production & Delivery
Magazine
Creativity
Design & Graphics
Newsstands
Creativity
Design & graphics
Target understanding is the way.
A creativity designed to be appreciated by children and parents. Press planning on TV Sorrisi e Canzoni, Donna Moderna, Di Più, Chi, Internazionale Kids, Focus Junior. Posters and Maxiposters at newsagents. Maxi led walls in Milan and Rome.
And on tv?
On air on channels Boing, Cartoonito, Frisbee, K2 and Boomerang in the double 20” and 10” version
A journey to discover all the most surprising corners of Donald Duck’s house where few know about the secret hideout: it is the lair of the Duck Avenger, where the unsuspecting 313 is always ready for new adventures. Are you ready to fly beyond your imagination?
Multimedia contents to optimize the campaign.
On Radio…
... Dad’s playing too!
Topolino is not just fun for children, as it is irresistible for adults as well! The focus is on children and adults, emphasizing the pleasure of discovering Donald Duck’s home“together”, playing and coming up with incredible stories. As a result, while the children are usually those that identify with the stories which are fruit of their young imagination, dads are the ones who seem to let go the most in this radio ad.
Do you want to see more?
