DISNEY BRIEFED SUBLIME TO HELP ALIGN THE LATEST INSTALMENT OF PIXAR’S CARS FRANCHISE TOWARDS AN OLDER MOTORSPORT AUDIENCE RATHER THAN PRE-SCHOOL CHILDREN. THE ACTIVITY HAD TO FOCUS ON THE KEY THEME OF “RIVALRY” AND PROVIDE ATTENDEES WITH SHAREABLE PICTURES TO FURTHER CAMPAIGN REACH THROUGH SOCIAL MEDIA CHANNELS.
SUBLIME DESIGNED AND PRODUCED A SERIES OF EVENT ACTIVATIONS DURING THE RUN UP TO THE FILM RELEASE. LIFE-SIZE SCALE MODELS OF THE FILM’S TWO LEAD CHARACTERS WERE CREATED AND INSTALLED AT NUMEROUS EVENTS INCLUDING: GOODWOOD FESTIVAL OF SPEED, BRITISH F1 GRAND PRIX, CARFEST AND A CHARITY GALA SCREENING AT WESTFIELD LONDON.
STAND VISITORS WERE PROVIDED WITH A DIGITAL PICTURE OF THEMSELVES BETWEEN LIGHTNING MCQUEEN & STORM JACKSON. THE PROMOTIONAL STAND INCORPORATED A SERIES OF INTERACTIVE EXPERIENCES ALLOWING ATTENDEES TO COMPETE FOR PRIZES ON AN ELECTRONIC DRIVING SPEED REACTION TEST, BESPOKE BUZZWIRE AND THE LICENSED COMPUTER GAME OF THE FILM.
