Cannes Lions

#LikeDumbo

HEAVEN, Paris / THE WALT DISNEY COMPANY (FRANCE) / 2020

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Overview

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Overview

Background

For the release of Tim Burton’s movie “Dumbo”, we wanted to insist on the main value of this famous story.

Idea

We gathered 3 GenZ Youtuber friends so that they could incarnate the values of the movie: Bilal Hassani, Léna Situations and Sparkdise, shared their personal stories around a central message: “How to turn your difference into a strength”

Then, we invited the fans to share their own stories with the #LikeDumbo, creating a positivity chain on social media.

Strategy

We asked our 3 ambassadors to shoot their video at “l’Eléphant Paname” for the exposition of Tim Burton’s movie to take full advantage of the ideal setting.

When the movie came out, their 3 videos were posted on Youtube with the themes:

- Léna: How to be confident despite other people’s judgement.

- Sparkdise: Story time on his atypical school career.

- Bilal: How to apprehend your difference, your femininity.

Execution

We also launched the #LikeDumbo which was a way of letting the fans express themselves without feeling judged.

The most harrowing stories were then reposted on Bilal, Léna and Johann’s Instagram stories a few days later.

A perfect Film-Campaign-Cast match : because of their legitimacy on the themes and their authentic love for the movie, the 3 influencers were the perfect ambassadors: Léna thanks to her positivity, Bilal for representing France at the Eurovision and being a constant target of cyberbullying and Sparkdise who became the government’s ambassador against bullying at school.

The campaign’s popularity and the direct link with the movie were factors of success. The online communities loved the trio as much as they enjoyed the positive messages that the videos conveyed. The link with the movie was fully understood.