The objective was to generate notoriety for the release of Disney’s latest movie:

"Alexander and the Terrible, Horrible, No Good, Very Bad Day”. A movie about the adventures of a jinxed boy, which bad luck gets spread to the rest of his family.

People needed to identify with the core message of the film. Thus, our idea was to transfer the plot of the film to the advertising campaign by creating the most disastrous campaign in history.

This was relevant for the client because we communicated in a surprising manner the theme of their product and we managed to arouse curiosity as well as smiles from our audience.

With this campaign we achieved, for what was considered a minor premiere for Disney, a big success becoming the most viewed film in it’s category during the month of release: November 2014*

It totally exceeded the client’s expectations by achieving above 13% the objectives marked by Walt Disney Company.

*(Source : Rentrak 2014).

Without any need to create extra content, we decided to do “all wrong”. Each and every one of the pieces was implemented dreadfully. Our key launch media channel was outdoor, simultaneously creating an integrated campaign at cinemas, television and online campaign. The posters were twisted and misplaced, the movie trailers seen at cinemas and on TV were crooked, containing image errors and even overlapped with content of another program by “mistake”. During sponsoring moments the locution was recorded badly and the film’s online banners were also poorly made and programmed.

It was not easy, because the different professionals involved in the placement, sound and airing of the different creativities wanted to perform well, which was not the intention.

Our strategy was to communicate with the audience by transforming the plot of the movie in its own media and thus connecting them directly with the core insight of the film. Because the jinx also spread to our campaign.

Research identified the right environments and our media campaign team implemented the idea in the most appropriate channels for our target audience, families, youth and children, creating messages tailored to the context and achieving impact in a cheerful way as well as powerfully attracting their attention using the most relevant media.