Bad, Mad & Iconic 🍎
Brand: Cruella Live Action Movie Release
Strategy: Create an immersive, buzz-worthy experience that positions Cruella as a larger-than-life figure arriving in NYC, stirring excitement and intrigue around her arrival by blending fashion, rebellion, and theatricality. Leverage iconic NYC locations and events to generate engagement throughout various channels.
Idea: A campaign that introduces Cruella’s arrival in New York City as if she’s taking over the city. Think of it as Cruella's takeover: pop-up installations in high-traffic areas, graffiti art, exclusive events, and teaser videos portraying her arrival. Activate key NYC landmarks—like SoHo, the Upper East Side, and Times Square—with dramatic marketing that blends her signature style with the rebellious spirit of the city.
Dalmatian Ads
We’ll recruit Dalmatian puppies to serve as living, walking billboards throughout NYC, promoting Cruella’s arrival. With their owners’ consent, each pup will wear a balloon tied to their tail featuring a message from Cruella. As the puppies stroll through iconic NYC neighborhoods, they’ll capture attention and spark curiosity, creating a buzz around the movie. The playful, cheeky activation will engage passersby and encourage social media sharing, further amplifying excitement for Cruella’s debut.
Cruella Lookalike Contest
To further our impact, we’ll launch a social media campaign across Disney's official channels to find the ultimate Cruella lookalike. Fans will be encouraged to share their best Cruella-inspired photos or videos for a chance to win a one-of-a-kind experience. The winner will be treated to an exclusive, all-inclusive red carpet moment at the Cruella movie premiere, including a one-on-one with the cast. This exciting activation will ignite fan creativity, drive engagement, and amplify buzz around the film, while giving one lucky fan the chance to step into Cruella’s glamorous world for a night.
Student mock campaign
Art Direction & Copywriting: Paola Soto