Creatives and copy lines all contained jokes about green and sports, especially developed for the event. Topical humour, puns and twists on famous sayings pushed the reader to see what was on the following page, almost disregarding the editorial contents. The reader was introduced to the new characters and got hints on how the story would move on after the first film's happy ending.

The campaign attracted over-the-top visibility against its competitors, creating a new milestone in the market. Media attention focused not only on the brand, but also on how it was advertised. Although the film was released in the most cluttered time of the year, "Shrek2" was the biggest hit of 2004 for Italy.