Context: Tasked with helping to launch Disney XD, an edgier, more creative extension of the Disney channel, specifically tailored for 8 to 10-year-old boys in Latin America.
Insight/Idea: To communicate how XD puts coolness at your fingertips, we created a world of action-sports content, performed using people’s hands.
This ran across TV and digital, and helped create a two-way dialogue with 8 to 10-year-old boys who could watch and download the videos and upload their own.
We also created videos that featured celebrities for each sport, showing tips on how to perform stunts. Urban activations where artists customized skateboards, surfboards and snowboards to give away to local kids.
Why This Case: Our ability to intercept our core target market, integrating the brand into their life through multiple channels.
Results: This campaign played a key role in Disney XD, becoming the second most-viewed channel in Latin America.