The Brief

Disney wanted to show audiences that there was more adventure to be had in Wonderland, so we decided to take something everybody expects from movie marketing – a one-sheet poster – and transform it into something befittingly Mad.... with the Mad Hatter!

Strategy

What appeared to be a regular old one-sheet at first glance was really a live streaming video feed of Johnny Depp, in full costume and character, who came to life to surprise guests at Disneyland Resort. We custom-built the poster and developed our own communications system to make it happen and keep it magical.

Results

The video received over 13 million views in the first 48 hours and eventually went on to earn over 20 million views