Blank, Dedicate a Frame

We helped Google and Disney spread the love on Valentines Day

Share a moment with someone special

Disney and Google asked us to create a heart-warming experience for Valentine’s day that would celebrate the exclusive launch of Disney’s new short film, Blank, on Google Play.

The Key Insight

Valentine’s Day for most people usually involves nothing more than just sending your other half a card. We felt that a card isn’t an effective way of showing someone how you feel about them.

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The Idea

Dedicate a Frame was born and developed in two one-week triage sprints. Capitalising on Blank’s stop-motion animation style, we selected 12 beautiful stills from the film and gave users the chance to dedicate one to someone special on Valentine’s Day. Each dedication sent would generate a custom video using original footage from the film.

The Execution

We created a personalised video message for each recipient, featuring the characters from Blank. The dedicated frames were delivered via Gmail, and the first few visitors to take part were also able to send their frame as a limited edition print. Users were then able to download the full-length movie from Google play.

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The Results

The project was featured on the Google.com homepage, and Blank became the most downloaded movie on Google Play.

5000 printed cards were created in the first 24 hours, and over 95,000 digital cards were sent out during the campaign. This equated to over 2,000,000 brand engagement minutes, with over 1,500,000 unique visitors.