Disney's BFG and the GREAT Britain campaign

Conceived of and Art Directed by Joseph Melton. Approved by Steven Spielberg. Objectives: • Change perceptions. • Extend brand reach. • Highlight film locations. • Increase exposure for Britain outside of London. • Increase PR exposure. • Increase social media and digital engagement. • Create data capture opportunities. Markets: PRIMARY: USA, France OTHER: Germany, Australia, Brazil, India, GCC, China, Spain, Italy, Netherlands, Canada, Switzerland, Sweden, Norway, Russia, Japan, Austria, South Korea. Idea: I wanted to bring the feel of the film to life through the GREAT product and Disney’s brand so we focused on family moments from a child’s perspective and the film’s creative styling. Having the lead character interacting with icons in Britain really showcased the sense of scale between Sophie and the ‘giant’ GREAT product. Something so awe-inspiring that it takes your breath away. The idea is warm, welcoming, magical and evokes the excitement and fun of new discoveries. BFG Press Launch: • Reached 36 million people • Coverage in 5 countries (Australia, India, Turkey, UK, USA) Evaluation: • 74,166 competition entries – nearly 3 times the target of 25,000. Entries are broken down as US (53,049), France (12,642), Canada (4,258), Australia (3,639) and Russia (578). • 29,071 opt-ins – nearly 3 times the target of 10,000 • Media spend - 43.4m impressions • Social Media - reached 477,358 consumers and generated 8,026 engagements..