Panini Disney / Paperinik Adv campaign
Are you brave enough to venture into the most mysterious castle?
Antiorario continues its long-standing collaboration with Panini / Disney, creating cross-media adv campaigns that bring to life the fun, collectible gadgets featured in Topolino Magazine.
This time, we take you on an exciting journey inside Paperinik’s Castle, a three-floor adventure filled with traps, hidden mechanisms, and interactive moving elements designed for endless play.
Through this campaign, we brought imagination and gameplay to life for children and all fans of Topolino Magazine.
Each channel was carefully crafted to deliver a unique experience, leveraging the strengths of TV, radio, press, trade, digital, and social media.
A truly integrated campaign that reimagines storytelling across platforms while celebrating creativity, play, and the iconic world of Disney collectibles.
PANINI COMICS / DISNEY
INDUSTRY
TOYS
SERVICES
CREATIVE STRATEGY / ART DIRECTION & COPYWRITING / MULTIMEDIA CONTENT CREATION & PRODUCTION
MEDIA
TVC, RADIO, MAGAZINE, DIGITAL, SOCIAL MEDIA
Have you ever seen the inside of Paperinik’s Castle?
The imagination of kids and adults returns to TV with the Paperinik's Castle adv campaign.
An adv campaign designed to capture and interpret children’s imagination and play, encouraging creativity and storytelling. By placing creative play at the heart of the strategy, the campaign brings to life the adventures born from children’s imagination, building a strong emotional connection with the target audience.
Through engaging narratives and dynamic visuals, the communication gives shape to the worlds kids create while playing, translating them into relatable and inspiring stories. Each element of the collectible gadget is seamlessly integrated into a short story-driven format, enhancing its features and showcasing its interactive potential.
This approach not only highlights the value of every component, but also brings beloved Disney characters to life, making them part of a playful, immersive experience. The result is a cross-media campaign that blends storytelling, creativity, and entertainment, positioning the product as a catalyst for imaginative play and discovery.
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
Short-form content that inspires interaction
Harnessing the power of social media to amplify imagination, engagement, and creative play
A cross-media adv campaign couldn’t overlook the powerful role of social media in today’s communication landscape. Short-form content was specifically designed to leverage the unique features and behaviors of each platform involved, from fast-scrolling feeds to interactive formats.
The resulting assets became a natural extension of the social ecosystem, capturing the attention of a broad target audience — children as well as the many adult fans of Topolino Magazine. Each piece of content was crafted not only to engage but also to play with the logic of the platform itself, turning distribution channels into part of the storytelling experience.
Despite the short exposure time typical of social media, the campaign delivered memorable and impactful content. Strong visual storytelling, combined with platform-native formats, ensured that each message stood out and resonated instantly.
By integrating visually driven calls to action and creatively reinterpreting platform layouts, the campaign maintained perfect consistency with the broader communication strategy. The result is an engaging, interactive experience that stimulates imagination and play, encouraging the audience to actively connect with the brand across every touchpoint.
On Radio…
... Hear the emotions!
Radio is often mistakenly perceived as a medium that lacks emotional impact due to the absence of visuals. In reality, radio remains a powerful channel for entertainment, storytelling, and imagination, capable of creating deeply engaging experiences through sound alone.
For this reason, the radio version of the campaign was built around a richly detailed script, expressive voice acting, and carefully crafted sound design. Every element was designed to immerse the audience in a world of play, creativity, and fantasy, transforming audio into a vivid, cinematic experience.
By leveraging the unique strengths of radio advertising, from narrative depth to auditory engagement, the campaign successfully captured attention, stimulated imagination, and reinforced emotional connection with both younger listeners and adult fans, delivering a memorable and effective cross-media storytelling experience.
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