Disneyland - "Cars Land Rich Media Takeover"

True North Inc.

True North Inc. New York, United States

4909

Title	Cars Land Rich Media Takeover
Agency	True North Inc.
Campaign	Cars Land Rich Media Takeover
Advertiser	Disneyland Resort
Brand	Disneyland
Date of First Broadcast/Publication	2012 / 6
Business Sector	Online Travel & Reservation Services
Tagline	Get Ready To Be Floored!
Story	The all-new Cars Land attraction at the newly expanded Disney California Adventure® Park at the Disneyland® Resort in California was going to be big—really big. We knew our online ads had to be high-impact to increase awareness and drive excitement around this whole new land. Expedia and Orbitz provided the ideal environment for our rich media takeovers. Not to mention, this was Expedia’s first full page takeover which we proposed to them initially. The challenge was to differentiate the Cars Land takeover from ads naturally labeled as distractions – the perennially bothersome floaters and expandable ads of the online world.
Result	Using a combination of in-house and approved assets from Pixar, we developed a custom, rich experience creating a digital detour into Cars Land. Our takeover ad worked seamlessly within the homepage while revving up the user’s expectations on the site.
Media Type	Web Advertising/Banners
Creative Director	Daniel Brown
Associate Creative Director	Vicky Wetterer
Associate Creative Director	Jarrod Ballou
Animation	Seth Klassen
Production Artist	Sherman Huang
Account Director	Nicole Macias
Account Executive	Marcus Cheek