In the United States, the platform Disney+ launched with zero media spend but a supercalifragilisticexpialidocious digital strategy. (You haven’t seen Mary Poppins? Come on – get with the program.) What was the added value of the new platform compared to the rival streaming services out there? Perhaps the public didn’t realise that it gave them not only access to their favourite Disney movies, but to content from Pixar, Marvel, Star Wars and even Nat Geo. To get the message across, Disney coordinated a Twitter discussion between the accounts concerned, as if they were all friends bantering with one another. This demonstrated the richness of the content on the Disney+ service while also reaching the accumulated millions of followers of each individual Twitter account. The idea from TBWA\Chiat Day Los Angeles attracted more than 10 million subscribers to the platform on the very first day, well ahead of the initial objective. And since then? “To infinity – and beyooond!”

TitleThe Mother of all Threads
Campaign The Mother of all Threads
Advertiser Disney
Brand Disney+

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About TBWA\Chiat\Day Los Angeles

We are a cultural engine for 21st-century businesses. We create Disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. We are a full-service marketing and communications agency offering brand strategy, communications planning, search and analytics, digital, social, branding and design, as well as a world-class in-house production studio called Grizzlee. Our partners include Apple, Gatorade, McDonald’s, Intuit Quickbooks, IMAX, Principal, Supercuts, UNIQLO, and more. We are continually growing and evolving in response to fast-moving contemporary culture, the needs of our clients, and a rapidly evolving competitive set.
BORN IN THE WESTAt a time when Madison Avenue was the only place for ad agencies to do business, we opened our doors on the West Coast, and have never looked back. Being on the West Coast has always represented a pioneering and optimistic outlook, and now allows us to connect with the tech culture that stretches from LA to SF to Seattle and is influencing the way the world works.
LOCATE AND INVOLVEThis is how we describe our role in working with brands. It’s important for us to understand the purpose each of our brands has in the world, the emotional spaces they occupy in people’s hearts and minds, and how they play a role in their lives. Once we understand where they live, then we think about how we can continue to involve them in contemporary culture. 

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