Challenges and Objectives

The first Zootropolis film (2016) was a modern cinematic unicorn. In times where studios are pressured to prioritise commercial riches over critical success, Zootropolis found nirvana. Lauded by families and critics alike as the perfect example of animation cinema. It took home the Academy award for Animated Feature, whilst at the same time, became only the fourth animated film in history to cross the $1bn mark at launch. In short, launching the sequel nearly 10 years on represented a daunting task. Even more so when you consider that the original film’s audience had long grown up, tastes had changed and capturing the zeitgeist had become even more difficult. For Zootropolis 2 to hit those same heights, Disney needed every aspect of local market cultural clout they could find.

Idea & Implementation

Achieving buzz for a film is one thing; making it feel relevant is another thing. We realised that the true joy of the first film, the reason it caught alight, was because it struck the perfect balance that all good Disney films strike; it appealed as much to parents as it did kids. Ultimately, going to the cinema or watching a film at home remains a parental decision, and so if we could create some buzz for the film with parents, we might just succeed. So, where better to chat to parents than in a show that itself has always walked the knife-edge between childish silliness and grown up reality; I’m A Celebrity Get Me Out of Here.

We brought Zootropolis right into the heart of eternal-parental favourite I’m A Celebrity: co-branded TV ads, never-before-done social content and the hero piece, our in-show

challenge, starring Vogue Williams and Eddie Kadi. Two parents, short on sleep, low on energy but big on enthusiasm, perfectly demonstrating parent-of-young-children energy.

Targeting Strategy  

This partnership went way beyond what we’d normally do for a film launch, inspired to no short degree by Disney’s desire to make this as good as it could be. Everything to bring the world of Zootropolis into the I’m A Celeb jungle was done to the highest possible standard.

• Socials Takeover: Adapted the iconic (and previously "untouchable") I’m A Celeb intro suite to feature characters from the film.

• Star Talent: Secured a rare partnership where the in-show challenge was voiced by the film's stars, Ginnifer Goodwin (Judy Hopps) and Jason Bateman (Nick Wilde).

• Challenge Content: Featured campmates Eddie and Vogue emulating the characters to solve a crime-themed challenge and earn a treat for camp.

• Extended Reach: Maximized awareness by teasing the event in the lead-up to the broadcast and continuing to promote the film long after the challenge aired, ensuring visibility even for those who didn't watch it live.

Client Quote

“The Zootropolis 2 integration within I’m A Celebrity was one of the most innovative and

effective partnerships on the campaign. The in-show integration was a truly seamless

creative moment that felt completely authentic to both the film and the show’s environment, ultimately delivering a standout cultural moment that reached millions.”

Sarah Francis, Senior Brand Manager