Disney - Pirates Of The Caribbean 5

JACK SPARROW SURPRISE

THE CHALLENGE

It had been 5 years since the last Pirates film arrived in theaters, and Disney wanted to rekindle fans’ excitement and love for the franchise while feeling like a new era is ahead.

THE IDEA

The strategy was blazingly clear to us: we simply wanted to put audiences in a place where their authentic and vibrant love for Jack Sparrow, and Johnny Depp, could take place. The hard part wasn’t the creative – it was executing on it.

We oversaw coordination with over 100 different Disney employees from Bob Iger, to Disney Parks, Disney Entertainment, Synergy, and Johnny Depp himself. Denizen oversaw creative, production, strategy and coordination with all parties in order for this once in a lifetime event to take place.

THE RESULTS

The campaigns got over 30 million views, #1 trending story on Facebook, #1 on Reddit, and #5 on YouTube trends in the days following the event with features on every major news outlet. The campaign catapulted the film into the cultural conversation in the week leading up to its premiere with the film debuting number 1 and becoming the 20th highest grossing debut of all time. The activation also became a Webby Award winner.

McDonald's - Speechless