Projects.
Toy Story 4
The project
SBM team tackles nationwide campaign to promote Pixar’s Toy Story 4, resulting in a box office smash hit.
The puzzle
Having worked on multiple Disney and Pixar projects in the past, the SBM Design team was trusted to handle the Australian marketing of Toy Story 4, one of the biggest blockbusters of the 2019 Australian winter season. Using the official movie artwork, the team was to adjust it for an Australian audience, maintaining design consistency whilst creating fun, eye-catching visuals. As with all Disney projects, high standards of quality and brand were to be maintained alongside targeting a specific type of audience to drum up interest.
The solution
Communicating with the Disney and Pixar teams, SBM was able to infuse each piece of creative with pinpoint marketing purpose, following strict guidelines while keeping a sense of fun, adventure and nostalgia. Alongside the regular suite of posters, billboards and web banners, the campaign required creative thinking and a unique approach, particularly in the creation of ‘toy donation stands’ established at theatres throughout Australia. Donated toys were then given to Save the Children, a charity that works to improve the lives of children across the globe.
The results
SBM’s Design team was able to craft visually stunning banners, posters and billboards to be shown all across Australia, both for digital and print. These resulted in a blanket of influence and strong interest in Toy Story 4 upon its release. A box office hit, the film fared well both critically and commercially, outselling its predecessor–2010’s Toy Story 3–by several million dollars. The film had an outstanding Australian opening weekend, earning $8 million, and almost $30 million by the end of its theatrical release.
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