TableofContents

I.

CoverPage

II.

TableofContents

III.

Creativity

34

IV.

BrandIdentity

59

V.Diversity

10

VI.PrimaryResearch

11

VII.SecondaryResearch

1823

VIII.Strategy

2432

a.TargetAudience
b.

InsightsAboutHowTheTargetAudienceInteractsWithTheBrand
c.WhatWouldYouWantYourTargetAudienceToKnowAndFeel?
d.Nasuti+HinkleCreativeThinkingsApproach
e.McCannEricksonsRolePlayingApproach
f.TheBBDOsApproach
IX.20AdvertisementIdeas

3346

X.Feedbackon20Ideas

47

XI.PrintAdvertisement

4849

XII.RadioAd

50

XIII.TelevisionAd

5154

XIV.DirectMarketingPiece

5556

XV.WebsiteandSiteMap

57

a.CurrentWebsite
b.DevelopASiteMap
XVI. TwitterRecommendations

58

XVIII. ClientPitch

5963

XIX.References

6466

XX.ACEDocumentation

67

Creativity
Critiquetheclientscurrentadvertisingcampaign.Doesitmeetthedefinitionofcreativityas
discussedinthisbook?Whatarethestrengthsofthecurrentcampaign?Theweaknesses?How
Dotheclientsadscomparetothecompetitionsads?
Pixarscurrentcampaignisapartnershipwithvariouscompanies,suchasCloroxandthe
televisionchannelsDiscoveryandComedyCentral.ThePixarstrategyistointroducethe
charactersoutsideofatraditionalmovietrailerframeworkinordertocreatelongerlasting
impressionsonitsaudience.
Themainideaofthecampaignistostayrelevantinthemarket.
Pixarseekstospreadthewordaboutthereleaseofitsnewfilmthroughtheuseofpartnerships
withheavilyusedbrandsandpopulartelevisionspots.
CloroxandPixarpartneredtopromoteeachother'sproducttoawideraudience.For
instance,theCloroxtelevisionspotsdepictscenesinwhichthecharactersfrom
InsideOut
are
makingamessandgettingfrustrated,untiltheprotagonistcalmsthemdownandsuggeststhey
usesomeCloroxcleaningproducts.Thismakesconsumersthinkofthefilmwhilstsearchingfor
cleaningsupplies,whilehelpingCloroxappearmorefunandeffective.Anotherexampleofthis
partnershipstrategyistheDiscoveryChanneladspot,whichpreviewsacurrentDiscovery
Channeldragracingshow
MotorMondays
whilesimultaneouslyweavinginrelatedclipsofthe
charactersfrom
InsideOut
.Thisrefreshesthecharactersintheviewersminds,andencourages
themtoviewthenewfilm.
Thetextbookdefinescreativityasarelevantconnectionbetweenthebrandanditstarget
audienceandpresentingthesellingideainanunexpectedway.ThepartnershipPixarisforming
withthesevariousbrandsisanattempttomaintainaconnectionwithitstargetaudience.Awide

varietyofdemographics,whichsharetheneedtocleantheirhouses,makingtheClorox
partnershiprelevant.PartnershipswithtelevisionchannelssuchasComedyCentralwillattract
anaudiencethatisinterestedincomedyandallowPixartopresentitsfilmtosegmentsofthe
populationthatmightnototherwisebereached.Pixariscreativeandattractivebyitsverynature
ithasfunandcolorfulcharacterswhichneedonlytobeseentoattractviewersattention.
Thestrengthofthiscampaignisthatitisnotjustantypicalmovietrailer.The
advertisementsgrabtheviewer'sattentionwhileconcurrentlyrelatingthemovietocommonly
usedproducts.However,theweaknessoftheadisthelackofadefiniteconnectionbetween
CloroxandPixareventhoughPixarhasadecentcampaigningeneral,itmaybehardforthe
audiencetorelatethecleaningproductsCloroxofferswiththeanimatedfilmsfromPixar
Studios.
Pixarsadsareonlyslightlydifferentiatedfromitsmaincompetitor,DreamWorks.
DreamWorksprimarilyutilizestelevisionspotstospreadthewordaboutitsnewfilms,butmore
commonlypromotesitsproductionsbyshowingthecharactervoiceactorstalkingaboutthe
movie(theyareusuallyfamousactorsthemselves).Thevoiceactorsareusingtheirfameto
encouragefanstowatchthenextproject,ratherthanweavingthecharactersintodailysituations.

BrandIdentity
Analyzethestrengthsofyourbrandscurrentidentity
Pixar
Pixarisawellknowncompanythatcreatesanimatedfeaturefilms,shortfilmproductionsand
software.Someofitsmostfamousfilmsare
ToyStory
,
MonstersInc.
,
Cars
,
FindingNemo
,

WallE
,and
Bug'sLife
.Theseandmanyothersareapartofpeopleschildhoodmemories.Since
1986,whenSteveJobspurchasedComputerGraphicsDivisionfromGeorgeLucasandrenamed
itPixar,thecompanyhasbeenfocusedonpushingtheboundariesofwhatispossible,creating
newtechnologiessuchasthefamousRenderMananimationsoftware,andpioneeringtheuseof
computeranimationinfeaturelengthfilms.Althoughnewfilmsareonlyreleasedaboutoncea
year,alargemajorityofthemareblockbustersorverysuccessfulwiththemoviegoingaudience.
Pixar'stalentlineuphasbeentherecipientofnineAcademyAwardstodate
(referenceforbusiness).
ThemainconceptdevelopedbyPixarsbrandingeffortsistomakethecompanybecome
morethanjustabrandoricontocustomersitsgoalistoconnectwiththecustomersdeepest
emotionsandfeelings.Itsvisionistocombinetechnologywithahumantouch.

Inordertodo
that,LasseterandJobsdevelopedacreativeandinnovativeenvironmentfortheircompany.First,
theyprioritizedworkersthatcouldbringuniqueskillssuchasimagination,animationabilities
andmoreimportantlypeoplethatwouldbeabletounleashtheircreativepotentialinorderto
createadistinctivebrand.AccordingtoLasseter,brandsaremeanttobemoreaboutasenseof
character,attitudeandbehaviorsthansimplynamesandlogos.ThisisthemainreasonPixaris
somemorableitallowstheaudiencetoconnectwiththecharactersandrelatetothestoriesthat
arebeingtold.
Onedistinctiveaspectofthebrandisitslamplogo.Thelamp,whichisthemascotin
Pixarsopeningscenes,camefromPixarsfirstshortfilmcalled
LuxoJr.
Inadditiontobeingthe
firstshortfilm,itwasthefirstPixarfilmtowinanawardattheOscars.TheLamphopsintothe
letterIofPixar,justlikeitdidontherubberballintheshortfilm,untilthelampbecomes

theI.ThislogoissomemorablethatpeoplewatchingaPixarmoviearealreadyexpectingto
seethelogobeforethemoviestarts.Theycaneasilyrelatethelogowiththebrand.The
companyutilizedthelampfromthefilmbymakingitintothelogo.Pixarhasnodistinctivecolor
ortagline.
ThePixarheadquartersarenearlyasinterestingastheproductthebrandproduces.The
sitesitsona20acresiteinEmeryvilleCalifornia.Someofthebuildings
havefortified
foundationsandbackupgeneratorstoensurecontinuedfilmproduction,eventhroughmajor

earthquakes.
Aspreviouslystated,Pixarhasahistoryofmarkedlysuccessfulfilms.Accordingto
BohlinCywinskiJackson,thearchitecturepracticeinchargedesigningthePixarheadquarters,
partofPixarssuccessdependsonitsabilitytoattracttopcreativeandtechnicaltalent,andits
abilitytomaintainanorganizationalculturethatfavorscrosspollinationofideas.Thebuilding
andgroundsareaspatialembodimentofthiscompanyculture,helpingtoattractandretain
employees,(BCJ).Similarly,SteveJobsstatesinhisrecentbiography
that,Ifabuilding
doesntencourage[collaboration],youlllosealotofinnovationandthemagicthatssparkedby
serendipity.Sowedesignedthebuildingtomakepeoplegetoutoftheirofficesandmingleinthe

centralatriumwithpeopletheymightnototherwisesee,(
PixarHeadquartersandtheLegacyof
SteveJobsOfficeSnapshots
).

DreamWorksAnimation
DreamWorksisanotherprominentanimatedfilmbrand,andoneofPixarsmain
competitors.NottobeconfusedwithDreamWorksStudios,whichDreamWorksAnimationwas
bornefrom.Accordingtoitsstockcompanyprofile,DreamWorkscreatesandexploitsbranded
familyentertainment,includinganimatedfeaturefilms,televisionseriesandspecials,live
entertainmentpropertiesandrelatedconsumerproducts(Reuters).DreamWorksAnimationhas
nodistinctivecolorortagline.
TheDreamWorkslogoisaboyperchedintheclouds,fishingoffofacrescentmoon.
StevenSpielberg,oneofthecompany'sthreefounders,originallywantedtocreateanCGIimage
ofamanfishingfromthemoon,buteventuallydecidedtohireanartistnamedRobertHuntto
handdrawtheimage.SpielbergwantedthelogoforDreamWorkstobereminiscentof

Hollywood'sgoldenage(Neatorama).Theboyfishingoffthemoonrepresentsatimewhena
brandonlyneededimaginationandcreativitytosucceed.Theanimatedmoviesindustrywasin
itsinfancyatthetimeofDreamWorksfoundation,sothelogorepresentsthevaluesthecompany
wascreatedaround:creativity,innocence,andpossibility.
Recently,DreamWorksAnimationshashadsomeseriousfinancialtrouble,andhas
postedlossesonfourofitslastsixmoviereleases.Duetothis,thecompanywasforcedtosell
theirGlendaleheadquartersfor$215million(Khouri).Inadditiontothis,thecompanyplansto
downsizeitsworkforcebyabout20%,makesomemanagementadjustments,andreducethe

numberofmoviesitproducestooneperyear.Thisreturntohumblebeginningsiswhatbuiltthe
companyuporiginally,andissimilartoPixarscurrentslowreleasescheduleofoneanda
halfmoviesperyear.

Diversity
Doestheclientscurrentcampaignreflectdiversity?Ifso,doesitdosoinapositivewayordoes
itperpetuatestereotypes?
Inthepast,Pixarstudioshasactivelyavoidedreinforcingnegativestereotypes.Manyof
Pixarsstoriesfeatureinanimateobjectsandanimalsasthemaincharacters,sodiversityisnot
depictedregularly.Someexamplesofthisare
FindingNemo,ToyStory
and
Ratatouille.
However,Pixarhashadveryfewminoritycharactersfeaturedinitsfilms.Themostremarkable
one,perhaps,istheheroFrozonefromthefilm
TheIncredibles
,voicedbySamuelL.Jackson
(Spiegel).Althoughthischaracterwasnotoneofthemaincharactersofthefeaturedfilm,itis
importantbecauseracediversityhasnotbeendepictedofteninpastPixarsfilms.Overthe
recentyears,Pixarhasincreaseditseffortstopromote
diversitybyincludingcharactersthat
representvariousgenderroles.Forexample,
Brave
and
InsideOut
areanillustrationofPixars
effortstoincludeleadfemalerolesinitsfilms.

Pixarwillbelaunchingashortfilmcalled
SanjaysSuperTeam
,whichrepresentsthe
IndiancommunityintheUnitedStates.Theshortfilmisbasedonthechildhoodofthedirector
SanjayPatel,andhasthegoalofexploringadifferentculture.AccordingtoPatel,duringhis

10

childhoodhedidnotfindmanycharactersthathe

couldidentifywith

ontelevision,but
DisneyPixaristryingtochangethat.

PrimaryResearch
TwentyfourindividualscompletedanindepthinterviewconcerningPixar.The
interviewconsistedofeighteenquestionsthatincludedbrandrecognition,brandloyalty,
demographicinformation,consumerfeelings,andindustryknowledge.Thedataisincluded
belowwithananalysisofthefindings.
___________________________________________________________________________

1. Howoldareyou?
Theoldestparticipantwas26yearsoldandtheyoungestparticipantwas19yearsold.Theage
rangereflectedthecollegestudentdemographictargetedinthecampaign.

11

2.Whatyearareyouinschool?
Freshman:0
Sophomore:3
Junior:7
Senior:13
86%ofthoseinterviewedwereupperclassmen.Nofreshmenwereinterviewed.

3.Whatisyourgender?
Female15
Male9
37%ofthoseinterviewedweremale,63%female.

4.Howwouldyouclassifyyourethnicity?
Caucasian18
Latina5
AfricanAmerican1
Asian1
AlargemajorityofrespondentswereCaucasian(72%).20%ofrespondentswereLatino,4%
AfricanAmerican,and4%Asian.

5.Whattypeofmoviesdoyouenjoywatching?
Horror/Suspense9

12

Comedies13
Romance/RomanticComedies6
AnimatedFilms4
Action2
Scifi1
Theresultsshowcollegestudentsenjoywatchingawidevarietyoffilms,especiallycomedies.
ThisisgoodnewsforPixar,sincetheclientusescomedyinitsanimatedfilms.

6.Doyouprefertowatchmoviesaloneorwithcompany?
WithCompany13
Alone9
Depends/NoPreference3
Slightlymore(52%)prefercompanywhenwatchingmovies,thisisausefulinsight,suggesting
thepossibleuseofagoodtimewithcompanyasasellingpoint.

7.Doyouwatchfilmswithyourfamily?
Yes12
No8
Sometimes4
Mostrespondentsstatedtheydowatchfilmswiththeirfamily.Similartotheabovequestion,the
campaigncanfocusonanexperienceforthewholefamilytoenjoytogether.

13

8.Howdoyoufeelaboutanimatedfilms?
Positively15
Negatively4
Inbetween6
Onlyadisappointing60%ofcollegestudentsfeltpositivelyaboutanimatedfilms.Thecampaign
cantargetthe25%ofthosewhoareinbetween,andattempttoswaytheirexpectationsabout
animatedfilms.

9.WhenwasthelasttimeyousawaPixarfilm?
Withinthelastmonth7
Afewmonthsago6
Ayearago2
3+yearsago4
NotSure6
Pixarisstillrelevantforthetargetdemographic,but48%havenotseenaPixarfilminovera
year.

10.HowdoyouperceivePixarasabrand?
Positively21
Negatively2
Pixarisperceivedinanoverwhelminglypositivelight.

14

11.Whatadjective(s)wouldyouusetodescribePixar?
Funny7
Fun4
Emotional7
Meaningful3
Childish3
58%ofrespondentsthoughtPixarisfunnyandemotional,theseadjectivescanbeusedin
advertisementstoattractmoreviewers,andreinforcethispositiveimage.

12.DoyouhaveanyfavoritePixarmovies?
Selectedthemoviesthattwoormorepeoplementioned.
ToyStory5
MonstersInc.4
UP5
Ratatouille2
TheIncredibles4
MentionedanimatedfilmthatwasntPixar3
Notsure/donothaveone3

13.HasPixarimpactedyourchildhood?
Yes17
No6

15

NotReally2
68%ofrespondentsstatedthatPixarhasimpactedtheirchildhoodinsomeway.Thisisakey
insightfortheadvertisingcampaign.Bynoddingtocollegestudentschildhoodmemorieswith
theadvertisements,wecantapintothenostalgicfeelingsthatoftenaccompanythatage.

14.WhatkindofemotionisPixartryingtoevokefromitstargetaudience?
Onlyhappiness5
Bothhappinessandsadness5
Allemotions4
Morals/LifeLessons4
ThereweremixedresponsesregardingwhatpeopleperceivedPixarisdoingemotionally.

15.WhatfeelingsdoyouexperiencewhilewatchingaPixarfilm?
Onlyhappiness4
Bothhappinessandsadness8
Allemotions8
Nostalgia2
Uninterested3
72%ofparticipantsstatedtheyfeltmorethanoneemotion,includingnostalgia.Thepurposeof
thisquestionistofindifwecanmarketthelinethatPixarfilmswillsendyouthrougha
rollercoasterofemotions,orifitwillsimplymakeyousmileandlaughthewholetime.The
findingssuggestPixarmoviesarefilledwithdifferenttypesofemotionalcontent.

16


16.HowdoyouthinkPixarmovieshavechangedoverthepast10years?
Moreadultfriendly6
Improvedgraphics6
Relatabletotodayssociety7
Deepermeaning/storyline4
Themostprevalentdevelopmentsaretheonesdisplayedabove.Thepurposeofthisistosee
consumerperspectiveonhowtraditionalthebrandhasstayedtoitself.Theresponsewas
positive,evenfromtheconsumerswhowereuninterestedinanimatedmovies.PeopleseePixar
asanimprovingbrandinmanyaspects.

17.DoyouthinkPixarwilllastasabrand?
Insomeoftheseresponses,theparticipantsmentionedPixarscompetitionDreamWorks.
Yes23
No0
Unsure/DontCare2
92%ofrespondentsareconfidentthatPixarwilllastasabrand.Thissuggeststhebrandis
viewedaspowerfulandstable.
18.WhatisonethingyouwouldchangeaboutPixar?
Insomeoftheseresponses,participantsmentionedDreamWorks.
Nothing16
Stopmakingsequels4

17

MoreadultPixarthemes2
Bettergraphics2
Nomoresadmovies1
64%statedthatPixarshouldkeepdoingwhatitalwayshas.

SecondaryResearch
Industry
ThePixarbrandisvaluableenoughtoDisneyforittopurchaseitfor$7.4billion.
ComparedwithPixar(beforethemerger),Disneywasnotassuccessfulofananimation
productionstudio.Disney'slastanimatedmoviedeemedanythingclosetoasuccesswas
Lilo
andStitch
,releasedin2002.Themovieafterthat,
TreasurePlanet,
wasadisaster,andtheother
moviesthatfollowedhadmiddlingsuccess(Avalos).Pixarhasastrongtrackrecordof
producinghits.Blockbusterssuchas
ToyStory
,
ABug'sLife
and
FindingNemo
,werecreatedby
Pixarcomputeranimationtechnology(Avalos).Pixarusuallyreleasestheseblockbustersata
slowpace,soitsmergerwithDisneyismutuallybeneficial.Pixarwillhavegreateraccessto
betterproductionequipment,makingitsmoviemanufacturingprocessmoreefficient.Pixarcan
utilizeDisneyslargeraudienceandthemeparksformarketing(Avalos).Pixarhasstrong
animationenginesthatareusedfornonanimatedmoviesaswell.Disneyreleasesmanymovies
thatarenotanimated,andthe3dmodelsthatareincludedcanbecreatedviaPixarsanimation
engines.Forinstance,someofthemodelsfromJurassicParkandStarWarswerecreatedusing
Pixarstechnology(Avalos).
Company

18

ThefirstlowpointonDisneyCompanywasin1927whenWaltDisneywasinthe
processofproducingtheallcartoonseriescalled
OswaldtheLuckyRabbit
.Whileproducing
theseseriesofcartoons,WaltDisneyrealized
thedistributorhadgonebehindhisbackand
signedupalmostallofhisanimators,hopingtomaketheOswaldcartoonsinhisownstudiofor
lessmoneywithoutWaltDisney(
DisneyHistory
).WaltDisneydidnotrealizetheownershipof
hiscreationswasthedistributorsnothis.EventhoughWaltDisneyhadproblemsatthe
beginning,heestablishedanewstudioanddevelopedhisownwork.Hehadsuccessfromhis
creations,suchasMickeyMouse,whowouldbecomehiscompanysmascot,andlateronin
1934withhisanimatedfilm,
SnowWhiteandtheSevenDwarfs
.Anotherlowpointoccurred
duringWorldWarIIfrom1940to1945.Disneysfilms
Pinocchio
and
Fantansia
,forexample,
werereleasedin1940.Thesefilmsweretechnicalmasterpiecesbuttheircostsweretoohighfor
acompanythatwaslosingmostofitsforeignmarketsbecauseofthewar.Whenthewarended,
itwasdifficultfortheDisneyStudiotoregainitsprewarfooting(
DisneyHistory
).However,
lateron,DisneystartedmovingforwardagainwithanimatedfilmsandTVseries.Oneofthe
highestpointsinDisneyhistorywasthecreationofDisneythemeparksonJuly17,1955.
AccordingtoDisneyHistory,Ithasbeenusedasapatternforeveryamusementparkbuiltsince
itisopening,becominginternationallyfamous,andattractinghundredsofmillionsofvisitors.
OntopoftheincreasingsuccesswiththeDisneyparks,thecompanylauncheditsownTV
channelin1983,TheDisneyChannel.
Brand
Pixarisanincrediblysolidbrand,ithasastrongrecordofcreatingrunawayboxoffice
hits,inadditiontobeingonthefrontlineofanimationtechnology.Eversince
ToyStory
in1995,
19

thefirsteverfulllengthanimatedfeaturefilm,Pixarhasbeenproducingprofitableand
wellreceivedmovies.FiveofthemhavecollectedAcademyAwardsinthebestanimatedfeature
category,withatotalofnineAcademyAwardstodate.WhenPixaranditsmaincompetitor
DreamworkshavegoneupagainsteachotherattheOscars,mostofthetimePixarisguaranteed
thewin(Bowen).Thebranddidnotstartoffrunning,evenSteveJobsadmits,IfIknewin
1986howmuchitwasgoingtocosttokeepPixargoing,IdoubtifIwouldhaveboughtthe
company,(FundingUniverse).Theanimationequipmentcostedafortuneatthebeginning,but
thetalentedPixarteamcreatedmanynewtechnologiesusingthem,thegraphicsengine
RenderMan
included.
Pixarisasmallstudio,butisinfamousforproducinghits.Forexample,it
released
WALLE
,whichgrossed$223,808,164intheUSAandCanadaand$297,503,696
overseasforaworldwidetotalof$521,311,860(Mojo).ThefactthatPixarproducesblockbuster
animationsmeansitisreachingaverylargeaudienceinthefirstplace,andhighmovie
attendanceusuallymeansthatthemovieiswelllikedbytheconsumerbodyasawhole.Other
hitmoviesthatappealedtothecollegebasedaudienceinclude,
ToyStory
,
FindingNemo,

Cars
and
Monsters,Inc.
.Themovieindustryisnotaplacewithastronghistoryofbrandloyalty,but
hitmoviesaspowerfulastheonesPixarcreateareboundtodrawrepeatcustomers.Pixarsfun,
lovablecharactersdefinethebrand.Theirexaggeratedemotionsandwackymannerismsdelight
peoplefromvariouswalksoflife.Pixarreleasedaparodyvideothatdepictsitsveryown
SadLab,wherepeoplearetestedtofindwhatmakesthemcry,inordertoelicitrealemotion
fromitsaudiencesduringafilm.Nowwiththeadventoftechnology,ithasbecomeeveneasier
toaccessPixarfilms.Forexample,theinternethasanapp,calledDisneyMoviesAnywhere,
whichincludesPixarmovieseasilyavailabletodownloadfromtheinternet(Tribbey).

20

ConsumerAnalysis
Pixarsconsumerscomefromallwalksoflife.AccordingtoCensusstatistics,
Americasyouthbornbetween1982and2000,nownumber83.1millionandrepresentmore
thanonequarterofthenationspopulation(U.S.
Census,2015
)
.Itisimportanttoemphasizethat
44.2percentarepartofaminorityraceorethnicgroup.Individualsunderfiveyearsoldhave
becomethemajorityratherthanminorityforthefirsttimeinhistory,and50.2percentofthem
arenonCaucasian
(
U.S.
Census,2015
).
Childrenofthisageareabletoinfluencefamily
consumerbehavior,whichcanpotentiallymakealargeimpactontheDisneyPixarcompany.
However,thereareotherconsumersbesideschildrenthatarerelevanttoDisneyPixar.Parents
areofinteresttothecompanysincetheyaccompanytheirchildren.Statisticshaveshownthat
66,124ofhouseholdsareparentsintheUnitedStates.Duetoachildspropensitytobe
persuaded,parentshavenoproblemdictatingifthechildrengettoenjoyamovienight,orsome
othertypeofentertainment.Anothergrouptobeconsideredarecollegestudents,whoaccording
totheCensus,consistof19.7millionpeopleintheUnitedStatesTheyenjoyrevisitingtheir
childhoodmemoriesthroughDisneyPixarsservices.
Pixarisacompanyinternationallyknownforitsproductsandservicesinthe
entertainmentcategory.ItsgeographiccharacteristicsarenotonlyfocusedintheUnitedStates,
buthavealsoexpandedtomanydifferentcountries.Asanexample,thefilm
MonstersInc.
(launchedin2013)made743.5milliondollarsworldwide.CustomersusePixarsproductsasa
toolforentertainment.Pixarsproductsofferawidevarietyofmoviesandshortfilmsthatare

21

entertainingtodifferentageranges.Theconsumersperceivethesemoviespositivelysincemost
ofitsfilmsareeducativeandpromotegoodmorals.
Competition
AccordingtoHoover.com,DreamWorksAnimationSkg,Inc.,LucasfilmLtd.LLCand
TheJimHensonCompanyarePixarstopcompetitionin2015(PixarNamesofCompetitors).
Thesecompetitorsallofferanimatedfilms.LucasfilmLtd.LLCandTheJimHensonCompany
arebothownedbythesameparentcompanyasPixar,whichisTheWaltDisneyCompany.
DreamWorksAnimationSkg,Inc.isthetopcompetitorforPixar.DreamWorksAnimation
producesanimatedfilmsthatoverthepastcoupleofyearshavehelditsownagainstPixars
finestfilms.

Pixarfilmshavesuchuniquestorytellingskillsandcharactersthatitishardfor

competitorstomatchwhatPixardoes.Pixarhasadifferentapproachforitsstorytelling,which
wasoutlinebyformerPixarartistEmmaCoats.In2013,EmmaCoatstooktoTwittertoshare
somewisdomshegainedworkingonfilmsBraveandMonstersUniversity(Feloni).There
are22stepsforPixarsstorytellingprocess,whichcanbefoundonlinenow,duetoEmmaCoats.
ThisishowPixarcouldbetterthemselvesfromthecompetition.Pixarsstorytellingis
completelydifferentfrombrandsthatreleaseanimatedfilms.Charactersbackgroundand
historyaresomethingthatmakethemuniqueinPixarfilms.Pixarneedstocontinuetofollowits
storytellingprocessandnottrytofollowadifferentapproach.Althoughthismayseemlike
somethingthatshouldnotbedone,thestorytellingprocessthatPixarhasissomethingthathas
beenworkingforalmosttwentyyearsnow.Whytrytofixsomethingthatisnotbroken?Each

22

moviethatPixarhasreleasedoverthepasttwentyyearshavedonefairlywellandhasmetgood
criticalreception.

DreamWorksAnimationSkgInc.latestcampaignwasfortheanimatedfilm
Home
,

whichwasreleasedonMarch27,2016.Themoviefeaturedanallstarcastthatfeatured
Rihanna,JenniferLopez,JimParson,andSteveMartin.Rihanna,whowastheleadingcharacter
voiceforthemovie,heavilypromotedthemovieonhersocialmediaaccounts.Theactressand
singerwouldpostinformationaboutthemovieonherFacebook,Twitter,andInstagram
accounts.Therewasaheavyusageofsocialmediafor
Home
scampaignduetoRihanna
involvement.JenniferLopezandJimParsonshelpedthroughtheirsocialmediaaccountsaswell.

AccordingtoaCNNarticle,Rihannaprobablyhelpedbringinalotmoreyounggirls

andtheirparents(LaMonica).
Home
grossedasurprising$54milliondollarsopeningweekend.
Thesuccessof
Home
wasmuchneededforDreamWorksAnimationSkg,Inc.afterhavinga
troublesomeyearin2014.TheanimationstudioannouncedinFebruarythatittooka$57.1
millionwritedownon
PenguinsofMadagascar
and
Mr.PeabodyandSherman
,whichopenedto
$32.2millioninspring2014(McClintock).

DreamworksAnimationSkg,Inc.lastcampaignforoneofitsfilmswaswiththerelease

for
Home
.Thecampaignwasheavilypromotedonsocialmediawiththehelpofitscast.Rihanna
andJenniferLopezhelpedpromotethefilmwiththeirsocialmediaaccounts.Thetwoactresses
millionsoffollowerswereabletolearnaboutthemovieandgetmoreinformationaboutwhatit
wasaboutwiththelinksthattheactressesprovided.Thecampaignwasveryinteractiveand
involvedaheavyuseofsocialmediaplatforms.

23

Strategy
Insightsaboutthetargetaudience.
ThemaintargetaudienceforPixariscollegestudents.Pixartargetscollegestudents
becausetheymostlyproduceanimatedfilmswithstorylinesgearedtowardstheyounger
generation.Pixarhasmadeitsmoviessoyoungadultscouldemotionallyattachtothestoryline
aswell,inadeepersensethanthechild.Inthestorylinesthechildrenjustskimthesurfaceof
theemotionalappealwithinthefilm,whiletheyoungadultshavetheabilitytogainadeeper
understandingofthefilm.TheyoungadultsnowwereoncethechildrenofthefirstPixarfilms,
andsonowtheyfeelattachedtothebrand.
Insightsabouthowthetargetinteractswithyourbrand.
College students interact with Pixar by watching sequels to childhood movies they have
seen.Anexampleof thisisToyStory,whichoriginallycameoutin1995.Collegestudentstoday
are older and are going to theaters to watch the second and third additions to the animated
series(Loewentheil). Sequels drive this target audience to view Pixar films even if they are
usually marketed towards children. An upcomingreleasethatwouldberelevanttothiswouldbe
Finding Dory. Students would want to view this filmbecauseoftheir memoryofFindingNemo
andhowmuchjoythefilmbrought.
The target audience watches Pixar films typically for a nostalgic feeling and for an
imaginative release. Additionally, Pixar finds ways to appeal to adults by sneaking in hints of

classic films and indirect adult humor (Kaur). Thisaddedhumortypicallymotivatesthetarget

audiencetoviewPixarfilmsbecauseitappealstoanolderdemographic.

24

An unfulfilled market segment that Pixar should explore are films that appeal to mature
audiences. This istheonethingthatPixar couldimproveonbecauseithasnofilmsthatarerated
above PG.
Having titles Rated PG13 would encourage more of the target audience to go see a
newPixarfilm.
Whatyouwantyourtargetaudiencetoknowandfeel?
ThecustomersfromPixarexperiencesomerewardsindifferentcategories.Someofthe
rewardscomefrominuserewardssuchasthepracticabilityoftheservicesprovidedbythe
company.SomeyoungadultsusePixarproductsasatooltospendfamilytimetogether.Pixaris
practicalformostpeoplebecauseitiseasilyaccessiblethroughDVD,Netflix,YouTubeand
DisneyMoviesAnywhereaccount.
ThemostimportantbenefittheproductsandservicesDisneyPixarofferstocollege
studentsisnotsimplyentertainment,butratherthefeelingofempathyitinstillsinitsviewers
throughthedeepandgenuineemotionsthecharactersinthefilmsdisplay.

Brandscapturethe
dreamsanddesiresoftheiraudience,whattheyseektoachieve,ratherthansimplylabelinga
business,productorservice.Theyestablisharicher,morerelevantcontext.Theyareaboutthem
(thepeople)notus(thebusiness).(Fisk)
Whatistheconsumerpromise,thebigidea?
AlargeportionofcollegestudentsthatviewPixarfilmshavegrownupwiththefilms
andreturntoviewthelaterinstallments.Pixarmovieshaveaspecialqualityofimmersion,
viewersempathizewiththecharactersonadeeperlevelthanmostcompetitorsfilms.This
qualitycreatesalastingimpressionthatattractscollegekidstoreturntothePixarbrandinorder
toevokedormantnostalgiaandfeelings,aswellastomeetthenewcharactersonlyabrandlike

25

Pixarisabletocreate.Oftenrealworldmemoriesareattachedwiththefilms,suchasviewing
theinitialreleaseswiththeirfamilieswhentheywerechildren.Itisimportanttostresstheidea
thataPixarmovieshaveatimelessandrealemotionalimpact,nomattertheageoftheaudience.

Nasuti+HinkleCreativeThinkingApproach
Whyareweadvertisingatall?
ThecampaignisadvertisingtogetcollegeagedstudentstoviewPixarmovies.Wewant
thecollegestudentstoviewthecampaignandfeelmovedorinclinedtoviewPixarmovies.
CollegestudentsareverybusywiththeirstudiessohavingthemviewPixarmoviesprovidea
breakfromtheirtoughschedules.
Whatisthetargetaudience?
Thetargetaudienceisyoungmenandwomenwhoarecurrentlyenrolledincollege,and
spendmostoftheirtimedoingschoolworkbutarelookingfordifferentoutletstospendtheir
freetime.
Whatdotheybelievenow?
CollegestudentsmaybelievethatPixarprovidesfilmsthataretoochildishforthemto
watch.ThecollegestudentsmayhavecometoapointintheirlivesthattheythinkthatPixar
filmsarenotrelevanttotheirlivesandthefilmsaretooimmature.Pixarwantstochangethis
attitudeandensurecollegestudentsthatPixarfilmsarewatchedbyvariousages.Pixarhas
releasedfilmsthatappealtodifferentages.ThescenariosthatunfoldinPixarfilmsmayspeakto

26

anolderaudience.IfcollegestudentswereawareofthefactthatPixarmoviesmayberelatable
acrossagegroups,theymayfeelmoreinclinedtowatchaPixarmovie.
Whatisthesinglemostpersuasiveideawecanchange?
Pixarmoviescommonlyhaveagoofyandfunqualitytothem,audiencestendtogravitate
towardsthinkingtheyaregearedonlytochildrenandtheirparents.ThesuccessofmultiplePixar
blockbustersprovethatthefilmsarerelevantacrossagegroups,includingcollegeagedpeople.
TheemotionsPixarevokesisahumanthing,notachildishthing.Pixarcreatesfilmsthatare
designedforadiverseaudience,andisenjoyableforthemindandtheheart.
Whatisourstrategy?
Thecampaignwillappealtocollegestudentswithadvertisementsthatarerelatabletothe
consumerandencouragestudentstoseePixarfilms.Manyoftheadswillhighlightcharacters
thatnostalgicstudentscanrecallfromtheirchildhood.Pixarhasmadealargeimpactonthe
millennialgeneration.Theseadvertisementswillmotivatethemtowatchsequels,newfilms,and
lookmoreintothebrandasawhole.Withnewupcomingfilms,theadsaregoingtoshow
comicalpreviewsofthefilms,becausestudentsassociatePixarfilmswithcomedy.Additionally,
therewillbeadsthatarecreativeandsurprisingfortheviewer,convincingthemthatthefilms
arentjustforchildren.Withcollegestudentsdealingwithstress,theadswillstatethatPixar
filmsareanimaginativeescapefromeverydaylife.
Whatarethemandates?

27

Thecompanyhasimplementedrequirementstoincorporateitsproductsintothebrand
identity.Pixarincludestheshortfilm
LuxoJr
.inthemainlogo,aswellasinothercurrentfilms.
Themainrequirementistoengagecustomersfeelingsregardlessofthecustomerageorgender.
Inordertomakethecurrentcampaignsappealingtocollegestudents,thecampaignrequirements
aretobringanelementofhumor,andtocreatenostalgiaformoviesfromtheaudiences
childhood.
McCannEricksonsRolePlayingApproach
Whoismytarget?
Hello,mynameisMarieandIamafulltimecollegestudent.Iam22yearsoldandI
enjoyhangingoutwithmyclosefriendsandfamily.Goingtothemoviesisoneofmyfavorite
thingstodowiththepeopleIlove.IliketofeeltheemotionofthefilmIamwatching.Having
thefilmtakemefrombeingsadtohappymakesitcaptivating.BecauseIamintheyounger
generationIamstillakidatheart.Findingamoviethatkeepsmeakidwhileatthesametime
makesmethinkdeepintothefilmiswhatIcallquality.
WhereamInowinthemindofthisperson?
TherewillforeverbeaspecialplaceinmyheartforthePixarmoviesIhavegrownup
with.SomeofmybestchildhoodmemoriesinvolvePixarmoviessuchasToyStoryand
MonstersInc.Although,ithasbeenafewmonthssinceIhaveseenmylastPixarmovie.Ihave
alwayslovedPixarandthereisnothingIcouldreallythinktochangebesidesmaybecomingout
withnewercontentandlesssequels.
Whereisthecompetitioninthemindofthisperson?

28

Ifyouwantmyopinionaboutanimatedfilms,atfirstIcouldnotdifferentiatebetween

Pixaranditscompetitors,suchasDisneyandDreamWorks.Sincethefilmshadthegeneral
purposeofentertainingprimarilychildren,Ihavenevercaredtoanalyzethemasdifferent
companies.Aftergivingitasecondthought,IhavecometorealizethatIhaveapreferencefor
DreamWorksfilms,sincetheyseemmoreentertainingandfunfortheadultaudiencethan
Pixars.ThehumorofPixardoesnotappealtotheadultaudienceaswellasDreamWorks
humor.EventhoughIamawareIamwatchingafilmdesignedmainlyforchildren,Iwouldlike
Pixartohavemoreadultthemes.IhavenoticedthatthegraphicsofDreamWorksproductions
arehigherquality.However,nowthatDisneyownsPixar,thelongtermfutureofPixaris
guaranteedduetoDisneysgreatmarketingprogress.
WherewouldIliketobeinthemindofthisperson?
WhenIthinkaboutPixar,Ithinkofmoviesthatareveryfamilyorientedandfun.The
brandproducesanimatedfeaturefilmsthatappealtobothchildrenandadults.Asanadultin
college,IwouldwatchaPixarfilmtorelievesomestressandunwind.Thesenseofexcitement
thatthemoviesgivememakesmefeellikeIlittlekidagain.IbelievethatiswhatPixaristrying
todowithitsaudiences.Ittriestomaketheaudiencefeelyoungagain,meaningthattheycould
makegrownadultsfeellikelittlekids.Ithinkthatthebrandhastriedtohavemorequalitythan
quantitywithitsmovies.Pixarhasevolvedovertheyears,gettingdeeperstorylinesthatIcould
relateto.Themoviesprovokeallofmyemotions,makingmesadonemomentandhappythe
next.PixaranimatedfilmswillcontinuetobereleasedbecausePixarisabrandthatisgrounded
andhasastrongfoundation.Itisabrandthatiswellknownandhasastrongbacking,
consideringDisneyownsit.

29

Whatistheconsumerpromise,thebigidea?
Afteralongday,itisnicetounwind,sitback,andwatchafunmoviethatis
imaginative.Whatbetterwaytohaveanicelaugh,thanwithaPixarfilm?Itleavesyousmiling
theentirefilm?.Ienjoythesemovieswithfriendsoralone,whicheverIamfeelingatthe
moment.EachtimeIwatchaPixarfilm,theanimationqualityexceedsmyexpectationsandthe
contentissuitableforadults.Thesefilmsarefilledwithjoyandlovablecharacters,while
simultaneouslyteachingmoralsandlifelessons.Pixarisknownasacompanythatdeliversfun
andfantasymixedwithemotionsthatareassociatedwiththefilm.Iusuallycountonfeeling
happywhilewatchingPixarmovies.
Whatisthesupportingevidence?
Pixarhasbeenawellknownbrandtomeforthepast15years.Iknowthisbecausemy
favoritePixarfilmwasToyStoryreleasedin1995,andToyStorywastheirfirstmajorfilm.
BeforeDisneyboughtoutPixarin2006,theyhadonlygeneratedsixfilms.SinceDisney,Pixar
hasreleasedanadditionalninefilmsandIheardtheyareintheworksofeightnewfilms
predictedtoreleasewithinthenextfiveyears.SinceIhavegrownupwithbothDisneyand
Pixar,andIhavehopedthattheywilltrytogrowwithmeaswell.WhenPixarcomesoutwith
newmovies,theyaregenerallyboxofficehits.IcountonPixarfilmstoprovideanescapethatI
couldenjoywithbothmyfriendsandfamily.Thereisfunnycontentforadultstoenjoy,that
youngerkidsdonotusuallycatch.Besides,adultsarejustkidsthathavegrownup.Whobetter
toappreciateToyStory4,thanthekidswhohavebeentherefromthebeginning?
Whatisthetoneofvoicefortheadvertising?

30

Generallypeopleviewmoviessimplyasentertainment,buttheyacknowledgePixars
abilitytocreatewarm,fun,emotionalmoments.Makeconsumersthinkaboutthemagiconlya
Pixarfilmcancreate.Pixarfilmsoftenlackadultthemesanddialog,makingitharderforcollege
studentstotakethefilmsseriously.MaketheconsumerthinkofPixarasanescapefromdaily
stressesandannoyances,whilebeingunexpectedlymatureorsophisticated.Makestatements
abouthowPixarfilmstransporttheviewerintoafantasticland.Evokechildhoodmemories
aboutpastfavoritePixarmoviesmaketheconsumernostalgicaboutthetimestheyusedto
watchthefilmswiththeirfamily.GivingtheadvertisementsatonethatsuggestsPixarfilmswill
allowthecollegestudenttorelivedormantwarmchildhoodfeelingsreaffirmsPixarsspecial
powertocreatestrongbondswithnewlyintroducedcharacters.

TheBBDOsApproach
Get
ThetargetaudienceforthePixarcampaigniscollegestudents.Thefocusistogetcollege
studentsofdifferentethnicitiesaroundtheagerangeof1824toseePixarmovies.Byhaving
theproperadvertisementsandapproachesinordertocollegestudentstoseePixarmoviesshould
besimpleifexecutedcorrectly.
To
PixargoalwithitsadvertisingistogetthetargetaudiencetoseePixarfilms.Pixarwill
usedifferentmediumsinordertoadvertiseitsmovies,therebyreachingalargertargetaudience.
Asaresult,morepeoplewillbecomeawareofPixarandthemoviesthatitoffers.Thosewhoare

31

exposedtotheadvertisementsmayhaveaninteresttoseePixarfilmsdependingonhow
convincingtheadvertisementsare.
By
TheseadvertisementswillattractthetargetaudiencebecausePixarisaspecificbrand
thatwasdesignedwithalargeaudienceinmind.Pixarcreatesanenvironmentthatisagood
escapefordifferentages,andisnotbiasedtocollegeagedindividuals.
Support
Pixarhasanexcellenttrackhistorywhenconsideringthefilmsithasreleased.College
studentstodayareinterestedingoingtoseeprequelsandrevisitingolderfilmstobringbackthe
greatmemoriesoftheirchildhood.Thebrandgoesdeeperthanafirstimpressionwitheach
movieandleavesmemorableimagesintheviewer'shead.Pixarhasconsistentlybeenusingand
relyingonRendermantechnologyforthelast25yearstomakeitsfilms,showingthatits
advertisementsandfilmsareeffective.
Tone
Thetoneoftheadvertisementsfocusesontheemotionalaspectsofthefilm,ratherthan
simplejokes.Theaimistogivetheviewersatasteofwhatisinstore.Toneisnotserious
tongueincheekhumorisemployedwheresillyhumorwouldnormallybeshowcased.
Advertisementsbringbackwellestablishedcharactersinanintriguingwayinordertopromote
sequels.Trailersfocusonmorematureaspectsoffilm,inalightheartedmanner.
Advertisementsshowcasespectaculargraphicsandanimmersiveuniversethatawaits
consumers.
ExecutionalGuidelines

32

Pixarwilladvertiseitsfilmstocollegestudentsthroughnontraditionalmediasuchas
Facebook,TwitterandInstagram,aswellasusingtelevisionadvertisement,duetothefactmany
collegestudentsspendtheirleisuretimeonthesemediaplatforms.Theadvertisingusedwillbe
colorfulandmoreimportantly,havecleverjokesthattargetcollegestudents.Theadshavethe
requirementtoelicitnostalgia.

20AdvertisementIdeas
1.AnimageofLuxoandLuxoJr.lookingateachother.ThecopyFromanolder
generationistotherightofLuxoshead.ThecopyToanewergenerationisontopof
LuxoJr.shead.Theoldergenerationwouldrepresenttheadults.Thenewergenerationwould
representyoungchildrentocollegeseniors.

33

2.TheimageofthePixarballsittinginacorner.ThecopyreadsTHEVOICEOFA
GENERATION.ThisadwillimplythatthePixaristhevoiceofayoungergeneration,which
includescollegestudents.Thisispartofthesocialmediacampaign#PixarGeneration.

3.AnimageofLuxoJr.hoppingintothescreen.Heturnsandlooksatthecamera.Thecopywill
readHelloItsMe..Thecopywilltrytogetthecustomertorememberwhothelampwas.
ThePixarlogowillbeinthebottomrighthandcornertoconfirmwhothebrandis.

34

4.AnimageofthePixarballisshowninthemiddleoftheadvertisement.Thecopythat
surroundstheballstatesSEEIFYOUCANSPTME..TheOinSPOTisleftout
intentionallybecausetheballwillreplacethisletter.Thisadwilltrytoremindthecustomerthat
thePixarballisfoundinPixarsfilms.

5.PixarAnimationStudios
OnePageSpread

TheGoodDinosaur
VISUAL:
HEADLINE:Disney&Pixar(FirstLine)

TheGoodDinosaur
(SecondLine)

COPY:WhatifthecometthathitEarthmillionsofyearsagomissed?
TheGoodDinosaur
tries
toanswerthisquestioninPixarAnimationStudiosnextanimatedfilm.Followthejourneyof
ArloandSpotastheytakeanunexpectedjourneythroughtheprehistoricwasteland.

35

TheGoodDinosaur
hitstheatersNovember25,2015.
LOGO:Pixar

6.PixarAnimationStudios
OnePageSpread
MeetArloandSpot
VISUAL:ImageofArloandSpotinthecomerofthead.
HEADLINE:MeetArloandSpot
COPY:ArloisjustanordinaryApatosauruswhoselifeischangedforeverwhenhemeetsan
unlikelycompanionnamesSpot.FollowArloandSpotonanunexpectedjourneyastheytravel
throughaprehistoricadventurethatissuretobefunfortheentirefamily.

36

TheGoodDinosaurhitstheatersNovember25,2015.
LOGO:Pixar

7.AnimageofamandressedasLuxo.ThecopyreadsFORTHEKIDINALLOFUSThe
Pixarlogowouldbeshownintherighthandcorner.Thisadvertisementwouldattempttobea
viralmarketingofsorts.Therewouldbemultipleadvertisementsthatinvolvethemandressedin
theLuxocostume.

37


8.(Radio)
WOODYSVOICE:HeyBuzz,rememberalltheadventureswehadwhileAndywasnot
watching?
BUZZSVOICE:Greattimes,friend.Goodmemories.
WOODYSVOICE:Whatifwecouldreliveitallagain?
SFX:ALIENSFROMTOYSTORYSOUNDSOHHHH
ANNCR:(upbeatvoice):Nothingsoundsbetterthanrevisitingoldmemoriesandoldfriends.
RewatchallyourchildhoodfavoritemoviesnowavailableonDVD.

9.(Radio)
ANNCR:Itisthattimeofday.Thattimeofdaywhenyouaretwiddlingyourthumbstryingto
figureoutwhattodolater.

38

SFX:PIXARJUMPINGLAMPSOUND
ANNCR:Whatisthisnostalgia?
SFX:TOYSTORYSWOODYTHERESASNAKEINMYBOOT.
ANNCR:Thatsoundslikeaterriblefeeling.
SFX:FINDINGNEMOSHETOUCHEDTHEBUTT.
ANNCR:Iwouldnotcomplain.Pixarfilmshavegrownupwithyou.Dontturnyourbackson
themnow,kickbackwithyourfriendsandenjoythefilmsyoustilllove.

10.ThisisaprintadvertisementforPixarthatshowcasesupcomingreleasesfortheanimation
studio.Itcanbeamagazineadvertisementorabillboardadthatshowsthemaincharactersofthe
films.Theadreads,expandyourimaginationandencouragesconsumerstowatchanimated
filmsforcreativeadventures.

39

11.Thisadvertisementisaprintadthatshouldbeutilizedinlargemetropolitancitiesandin
magazines.Themaingoalofthisadvertisementistoencourageconsumerstogettogetherand
watchPixarmoviesingeneral,butatthesametimegooutandwatchtheGoodDinosauron
November25th.Anothergeneralideaforthistypeofadwouldbeatelevisionadofafamily
watchingTVathomeandseeingtheGoodDinosaurtrailer.

12.ThepurposeofthisprintadistoaidviewersinreminiscingthemovieFindingNemo.When
consumersmakethisconnection,itencouragesviewerstorememberhowgoodFindingNemo
wasandcreatesexcitementforFindingDory.Usingmemorablequotesfromthepreviousfilm
servesasthebestwayconsumerscanrecallthisPixarmovieandwanttowatchthenewfilm.

40

13.Visual:Pixarsfirstshortfilmtowinanaward,LuxoJr.Thisimagerelatestotheheadline
becauseofthesimilarityofthelampstoafamilyorparentandchildimage.Itisseenasa
personificationofanobjecttobringaconnectionwiththeaudience.Thisadrelatestothehistory
ofPixar,sinceitssuccessstartedfromthelampshortfilm.

41

14.Visual:ThevisualrelatestooneofthemostfamousmoviesPixarStudioshascreated:Toy
Story.InthisimageWoody,themaincharacterofthehistorywouldbesmilingathisowner,the
boynamedAndy.Thisisasimpleimagebutbringsafeelingoffriendshipalongwiththe
headline.

15.(Radio)
ANNCR:Haveyoueverthoughtofatimewhen
SFX:SCREECHINGNOISES
ANNCR:Issomeonethere?
SFX:BOOFROMMONSTERSINCHELP,IMSCARED!
ANNCR:Staycalm,wewillhelpyou!Weleavethismessagetogohelpafellowfriendfrom
MonstersInc.HopefullyMikeWazowskicanhelptoo!

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16.PIXARANIMATIONSTUDIOS
Onepagespread
Agelessentertainment.
VISUAL:Jovialfamilysurroundingatelevision,thatfeaturesDory.
HEADLINE:Dosomethingwithyourfamilyeveryonecanenjoy.
COPY:Nocopy,justimage,headline,andlogo.
LOGO:Pixar
BASELINE:AnimationStudios

17.PIXARANIMATIONSTUDIOS
Twopagespread

43

GroupExperience
VISUAL:Groupofcollegestudentsfacingforward.
HEADLINE:APixarexperienceisagroupexperience.
COPY:BringyourownIncrediblescrewwithyouandgatheraroundaPixarfilm.Createsome
laughsandsharesadnessasyouexperiencetherollercoasterrideonlyaPixarfilmcandeliver.
LOGO:Pixar
BASELINE:AnimationStudios

18.(Radio)
SFX:MOVIETHEMEMUSIC
ANNCR:Havenotfiguredouthowyouaregoingtoprocrastinatetonightyet?
SFX:PIXARLAMPSQUEAKSOUND

44

ANNCR:CurlupinfrontofaclassicPixarfilm!Revisityourfavoritemoviesandthatresearch
paperwillnevercrossyourmind!
SFX:MUSICOUT
19.(Radio)
Radio:30
TheChildInEveryone
SFX:MOVIETHEMEMUSIC
ANNCR:Thetimelessclassics.From
ToyStory
and
MonstersInc

SFX:TOYSTORYMOVIESOUNDCLIPOFBUZZLIGHTYEAR
ANNCR:to
InsideOut
and
TheGoodDinosaur
.
SFX:DIFFERENTTHEMEMUSIC&
INSIDEOUT
CLIP
ANNCR: Pixar stories will always be magical. Designed for the child in each individual.
Transportyourselfbacktoacarefreetime,andrelivetheadventuresyoucherishedasakid.

20. Visual: This advertisement utilizes thesarcasticnatureofthetarget audience. OrNah,has

been trending over different social media outlets including Twitter, Instagram,andVine.Good
choice, was written to makethequestionseemrhetorical,asthoughaPixarDatewouldbethe
obvious choice. The image is of the Monsters University character Mike Wazowski, which
wouldlikelylinkthecopytothecollegeaudience.

45


Feedbackon20Ideas
TheprofessionalthatwegottoreviewouradsisHeatherSmith.Sheisapartofthe
DaltonAgencyhereinJacksonville,Florida.Shewasabletoreviewthe20advertisementsthat
wesenttoher.Wealteredouradsbasedonherreview.Herresponseisbelow.
Wereyouabletoselectyourclient/productorwereyouassignedtheDisneymovieand
Pixar?
IsthePixarportionofyourDocmeanttopromotePixarasacompanyoracertain
product.Whathappenstotheselectedads?ThereasonIaskisbecauseyourconceptsdonot
seemcompletelyflushedout.Typicallywhenpresentingconceptstoaclientyouwanttosetitup
sotheclienthastodoaslittleguessworkaspossible.Iamnotclearwhatyourgoalsand
objectivesarefortheseadvertisements,itistoughtoreviewthemfairly.FortheDinomovie
posters,youmightconsiderdevelopingaonesentencetaglinetoaccompanythetitleofthe

46

movie.Thistaglinewillsuccinctlydescribewhatthemovieisabout.Irecommendcuttingthe
amountofcopyyouhaveontheseposters.ImalittlelostonthePixarads.Whatareyourtrying
toachieve?IfIhadtoselect,IwouldsaytheGoodDinosauradsarethestrongest.Iwouldmake
tweakstothecopyshortenitup.
Hopethatshelpful.
CopyForAdandIdeaofVisual
AnimageofArloandSpotlookingateachotherwhiletheyarecrying.Theimagewill
takeuptheentirepagesothatitisthebackgroundofthevisual.Thecopywillbelocatedinthe
toplefthandcornerwithablackfont.Thecopywillread,EVERYONENEEDSAGOOD
CRY.Thelogofor
TheGoodDinosaur
willbelocatedatthebottomrightcornerwithablack
font.
TheideaofthisvisualistoremindaudiencesthatPixarmovieshavealotofemotional
moments.Basedoffoftheresearchandreviewsfor
TheGoodDinosaur
,themoviehasafew
momentsthatmaymaketheaudiencecry.Thecopywillenforcethemessagethatthemoviewill
maketheaudiencecry,butthatitisokay.Thecopyimpliesthatsometimesitisokaytocryand
thatitisokaytoshowemotions.
LayoutSketches
RoughSketch

47


FinalProduct

48

RadioAd
Theradioadthatwascreatedwasnotbasedoffoftheprintad.Theadvertisementwas
createdtotargetcollegestudentslisteningtotheradioonthewaytoclassinthemorningand
afternoon.Theadvertisementisapromofortheupcomingmovie
TheGoodDinosaur
tobe
releasedbyPixarAnimationStudios.Byplayingthisadvertisementasoftenaspossible,the
nameofthefilmwillcometomindmoreeasilywhenconsumersarethinkingofbuyingamovie
ticket.
TheGoodDinosaur
RadioAdvertisement
Radio:60
WhatIf

SFX:MUSICUP
ANNCR:Whatif.
SFX:COMETSHOOTINGBY
ANNCR:ThecometthathitEarthmillionsofyearsago
SFX:QUIETSUCKINGSOUND
ANNCR:Missed?(Pause)
DisneysPixar
TheGoodDinosaur
asksthisquestioninitsnextanimatedadventure.
FollowthestoryofArloandSpot,twounexpectedfriendsthatgoonaprehistoricjourneyforthe
ages.
See
TheGoodDinosaur
intheatersNovember25th.

49

TelevisionAds
Thetelevisionadthatwerecreatedwerenotbasedofftheradioad.This60second
televisionadvertisementwouldbeforcollegestudentsthatarewatchingtelevision.ThePixar
advertisementsshowshowitsmoviescanreduceeventhestrongestofpeopletotears.The
televisionadvertisementwillusethesamecopythattheprintadvertisementhasattheendofthe
commercial.ThecopythatwillbeshownonthescreenattheendisEveryoneneedsagood
cry.Thiswillcoincidewiththeprintadvertisementfor
TheGoodDinosaur
.

50

51

52

53

DirectMarketingPiece
The direct mail piece will combine a short letter to the customer with a small pack of
tissues that isinsideofatinybox.Theletterthatisaddressedtothecustomerwillbeonthefront
of the tiny box. The tiny box will be small enough to fit inside of a regular mailbox. The
customer will be able to take out the tissues from the box, just as a normal tissue box would
work. The point of this direct mail piece is to imply that Pixar movies will make the customer
cry. The tissues are providedsothatthecustomerareabletocry,thenwipe awaytheirtears(and
snot)withthetissues.
The copy that is inside of the letter will read Dear Valued Customer, we knowthatour
movies sometimes make you cry. We are here to tell youthatitsokaytocry.
Everyoneneedsa
good cry
. That is why we decided to send you some tissues for when you watch a Pixar film.
YoureWelcome.SincerelyYours,Pixar.

54

55

WebsiteandSiteMap
CurrentWebsite
NavigationaroundthePixarhomepagefellunderaunifyingthemeandstyle.Thereare
multipleuniversalnavigationlinksthatmakeswitchingaroundtovariousimportantfeatures
withinthewebsiteeasytomanage.Aneasilyaccessiblehomepageandcontactuslink
contributedtotheoverallflowingfeelingofthesite.ThePixarwebsitemakesitveryeasytofind
whateveronemaybesearchingfor.Aneleganttheme,combinedwithattractiveimagesand
simplifiedlinks,whichcreateaveryeasytouseexperienceforInternetusers.ThePixarwebsite
hasaveryelegantdesignthatseparatesitfromitscompetitors.Itissimpleenoughnottoconfuse
thereader,whilesimultaneouslydesignedtoholdthereadersinterest.Thereisjustenough
informationasisnecessarynomore,noless.TheonlythingthatwouldimprovethePixar
websitewouldbetheadditionofscrolloverwindowsthatgiveadditionalinformationwhenthe
userscrollsoverasection.
DevelopASiteMap
ThecurrentPixarwebsitesaestheticisoneofitsfinerpoints.Thereisminimalclutterand
busynesstotakeawayfromtheviewingexperience.Despitethis,thewebsitefeelsslightly
barren.ThewebsitetheBlueOspreyswoulddesignforPixarwouldincludenoninvasiveways
toincreasetheamountofinformationavailabletothereader.Onesuchexampleofthisisan
interactivecursor:whenyouhoverthemousecursoroverapicture,atextboxappearsgoinginto
detaildescribingit.Inadditiontothelinksthatalreadyexist,thePixarhomepageneedsamore
detaileddescriptionofitshistoryandfoundation.Byaddingmoreinformationbehindanalready
attractivehomepage,thepotentialimmersionthesiteoffersincreases.Withoutchanging

56

anythingtoodrastic,thecolorschemeandbackgroundwillbeswitchedfromblack,toabrighter
white.Thisisdoneinordertocreatetheillusionofmorespace,anditmakesthewebsiteeasier
ontheeyesoftheuser.
TwitterRecommendations
Currently,thePixarTwitteris@DisneyPixar.Thetwitteraccountisfocusedonthe
movie
TheGoodDinosaur
.AsocialmediaplanforDisneyPixarsTwitteraccountisforitto
encompasstheyouthmostofuswhileincludingadulthoodaswell.Bydevelopingthehashtag
#PixarGeneration.Collegestudentsarepartofthepixargeneration.MostPixarfilmscameout
whencollegestudentswereyounger,andtheygotattachedtothebrand.

Makingyoulaughfor20years.Itsgreattobeapartofthe#PixarGeneration,isntit?

Notsureifthosetearsarefromlaughingsomuchoractualcrying?Nowaytobesureifyoure
partofthe#PixarGeneration.

The#PixarGenerationknowsandloves
FindingNemo
,feellikeakidagainandgowatch
FindingDory
intheatres,July17!

NontraditionalAdvertisement
Thenontraditionaladvertisementwouldbeonaparkbenchthatwouldbefoundin
multiplelocationsaroundthenation.Theadvertisementswouldbefor
FindingDory
,aPixar
moviethatisbeingreleasednextyear.Thisadvertisementwouldstartamonthsbeforethemovie

57

cameouttoadvertisethemovie.Theparkbencheshaveachallengefortheaudience,whichisto
findthedifferentparkbenchesaroundthenation.Whensomebodyfindsthebench,theywill
takeapicturewiththebenchandusethehashtag#IFoundDoryonsocialmedia.Thehashtagwill
sharethecampaignwithotherpeoplearoundthenationandletthembeawarethatthemovieis
comingsoon.

ClientPitch
TheBlueOspreyshavecreatedacampaignforPixarthatwilldirectlyidentifythebrand
withyoungmenandwomenenrolledincollege.Theobjectiveistodesignadvertisementsthat
wouldappealtocollegestudents,andrekindletheirPixarmemoriesfromtheirchildhood.After
conductingprimaryresearchitbecameevidentthateventhoughcollegestudentswerefondof
Pixar,watchingthenewanimatedmovieswasnotatthetopoftheiragendas.Aftertheprimary
researchresults,thecampaignwasmoreappropriatelymoldedforthetargetaudience.The
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campaignnowutilizessocialmediaplatformsandabsurdadvertisementstocapturethetarget's
attention.Thecampaignmessagebringsforththewittyhumorsharedbyyoungadultsthrough
mainstreamtrendssuchasmemes,popularsayings,andhashtags.
PixarcurrentlyhasatargetmarketthatmostlyconsistsofAmericasyouthandyoung
teenagers.Whilethisisalargemarket,Pixarcouldincreaseitsrevenuebytargetingcollege
students.CurrentcollegestudentsarepartofGenerationYandhavebeenreferredtoasthe
MillennialGeneration,DigitalNatives,andtheNetGeneration(Tanyel,Stuart,andGriffin).
Millennialsareknownfortheirmultimediamultitaskingabilities,andtargetingthisgeneration
throughthedifferentmultimediaplatformsshouldbeahighpriority.
TheseadvertisementswerenotonlydesignedtobringbackthemagicofPixarintothe
livesofyoungmenandwomen,butalsotoexpresshowPixarisabrandthatcustomerscould
stayloyaltoforlife.
ThiscampaignwasmodeledafteroneofWaltDisneyscoreprinciples,

You'redeadifyouaimonlyforkids.Adultsareonlykidsgrownup,anyway.
Pixarshould
utilizethebrandloyaltycreatedbyanimatedlegendssuchas
ToyStory
,
MonstersInc.
,and
FindingNemo.
Thenostalgiaofthecampaignadvertisementswillcomefromtyingineachadwithmemorable
Pixarcharacters.Thehumormechanismswillincorporateviraltrendsthatarehappening
throughoutthecollegecommunity,aswellasabsurdandunconventionaladsthatwillbesureto
leaveanimpression.
Thefirstadvertisementtiesinbothanostalgicfeelandhumor.Ornah,isaphrasethat
hasbeentrendingoversocialmedia.Whilesocialmediatrendsbecomeoutdatedprettyfast,it
wouldbeimportanttostayontopofthedifferenttrendsthatcollegestudentsparticipate.The

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advertisementmentionsaPixarDatewhichwouldimmediatelytargettheyoungadultmarket,
becauseitsuggestsanuntraditionaldateideawithabrandtheylove.Inthisspecific
advertisement,itsuggestedthatthequestionwasrhetoricalandapixardatewastheonly
option.

Thesecondadvertisementinvolvesadirectmarketingpiece,thatwouldbesuretomakea
funnystatementtothetargetaudience.Oddsarethatmostpeoplehaveneverreceivedaboxof
tissuesinthemail,andwillcreateamarketingpieceworthremembering.

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ThethirdadwouldincorporatethenewtrendfromAdelesnewhit,Hello.Luxois
suchaniconicsymbolforthebrandthat,HelloItsmewouldmakesensetothetarget
audience.

Thefourthadcreatesachallengefortheviewersthroughanontraditionaladvertisement.
#IFoundDorywouldbecomeanationalhashtag,andutilizethepowerofsocialmediaandword
ofmouth.Dorywouldbestrategicallyplacedonuniversitybenchesnationwide.Thechallenge
fortheaudiencewouldbetofindDoryandtakeapictureofherusethehashtag.Thehashtag
wouldlinktheaudiencetotheoverallcampaignandcouldberewardedforitsefforts.

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