Disney promotes Up with balloons
By Adnews Staff
Walt Disney Studios Motion Pictures Canada will begin a marketing campaign for its upcoming animated film Up in Toronto on May 25. The campaign, developed by Starcom Worldwide of Toronto, will make use of ten transit shelters in the city's downtown area decorated with helium-filled balloons. The media was provided by Astral Media Outdoor. The creative also depicts characters from the movie hanging onto a house that appears to be suspended from the balloons. "Up is a film with incredible adventure and humour," said Greg Mason, vice-president of marketing at Disney Canada. "In the movie, there is a wonderful scene with thousands of balloons lifting Carl Fredicksen's house, and this imagery just begs for a creative outdoor campaign. This is sure to add a splash of colour to the streets of Toronto." Other out-of-home executions include a large billboard from Titan Worldwide also featuring inflatable balloons, as well as a billboard from Abcon Media. CBS Outdoor transit shelters will display standard creative suburban areas. Other elements include Go Station posters and street columns in Montreal.