Case Study
The Help - Domestic Campaign
Client
The Walt Disney is one of six major film studios in Hollywood, producing popular films such as The Lion King, Pocahontas, and many other classics.
Challenge
The Walt Disney Company handled the distribution of the Dreamworks release. The Help is based on the book by Kathryn Stockett. The book was a summer sleeper hit in 2009. In spite of its literary success, the film was expected to struggle in a summer filled with other high profile releases.
Solution
The creative of the advertising campaign included several different directions. One focused on the characters of the movie while another on its critical acclaim and reviews. The tone look and feel for the design was elegant and subtle, going well with the tagline "Change begins with a whisper". Most units included extended video content.
The media plan for the domestic campaign included rich media and customized expandables in different formats for various publishers, including the New York Times, Essence, Fandango, Movie Tickets, and Moviefone. Media buy included several channels, including online and mobile.
Result
"The Help" opened to positive reviews and claimed the No. 1 spot at the box office. As a box office success it continued its strong run over several weeks, grossing more than $160,000,000.