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Disney ABC Television Group - "Crash & Bernstein" - True North Inc.

  • Crash & Bernstein
  • Disney ABC Television Group
  • Disney XD
  • True North Inc.
  • United States
  • Crash & Bernstein Rich Media Takeover
Product NameCrash & Bernstein
Product CategoryTV/Radio Programs & Stations
LanguageEnglish
Date of First Broadcast/PublicationOctober 8, 2012
Media TypeFlash Animation
Length87 Seconds
Creative Director Daniel Brown
Associate Creative Director Jarrod Ballou
Copywriter Katie Rottner
Account Director Nicole Macias
Production Artist Sherman Huang
      Account Executive Stephanie Chang

Story

Disney XD approached True North in search of innovative ideas on how to promote the debut of their highly-anticipated new sitcom, Crash & Bernstein. Aimed at boys ages 6-11, the show centered on a crass but caring puppet named Crash, who magically came to life as a brother for Wyatt, the pilot's mild-mannered protagonist. As the lone boy in a family with three sisters, Wyatt needed a dose of "manly destruction" in his life, and Crash brought just that.

In order to drive tune-in for the series, True North imagined immersive, interactive rich media concepts utilizing the show's unique brand of destructive humor. We then recommended that the placements take over prominent, age-appropriate casual gaming sites like MiniClip.com and Addicting Games. 

Result

Our collection of "how-to" videos, shot on green screen and starring Crash and Wyatt, featured tutorials on everything from how to open a jar (tip: ninja swords help) to conserving energy (made possible via a little lamp-smashing). Housed in a series of rich media placements, the original spots conveyed the unique relationship between Wyatt and his purple wingman, while positioning Crash as a master of well-meaning mayhem. Additional footage was used to literally "crash" several websites via floaters and takeovers.