Disney is gearing up for what it claims will be the biggest lenticular campaign to date for a children’s product, to mark the release of the film Cinderella on DVD.
The posters, which break on October 24 and will run across sites throughout the UK, feature three images of Cinderella undergoing her rags to riches transformation.
Disney’s Tanya O’Connor says/ “Lenticular advertising is a first for Disney and a perfect media fit for the Cinderella launch. This format really enables us to illustrate the magic of the film.”
A further 3,200 standard six-sheet posters will be used across the country as part of what Disney calls “a heavyweight marketing campaign”, which has been booked by Carat and Posterscope.
Press advertising has also been taken out in women’s magazines and television ads will run before and after the release date next Monday. There will also be tie-ins with children’s show Milkshake.