Simba and Mufasa

Disney
The Lion King

Disney
Lion King

    Services:
  • Advertising
  • Digital
  • Content
  • Audio Visual
  • Design

The challenge

Launch one of Disney's most anticipated movies of the decade: The Lion King, with a theatrical campaign for UK and IRE.

Creative strategy

To celebrate the breath-taking CGI, close-up crops showcased the characters in fine detail.

With the extremely life-like characters in mind, we had to avoid any confusion with a nature documentary. So, prominent character names gave the artwork personality and cast names elevated the status of the film further. Bold title treatment and release info set the film apart from the stage shows and adventure park activations.

Feref’s campaign of over 400 assets spanned:

DOOH

Showcasing the movie’s characters through film footage and toolkit, we creatively utilised full-motion capabilities across several formats. During the 25hour review embargo, we updated 66 static pieces to feature reviews in order to go live the next morning.

DOOH CROMWELL ROAD MUFASA & SIMBA
DOOH CROMWELL ROAD MUFASA & SIMBA
DOOH CROMWELL ROAD ADULT SIMBA
DOOH CROMWELL ROAD ADULT SIMBA
DOOH CROMWELL ROAD ADULT NALA
DOOH CROMWELL ROAD ADULT NALA
DOOH CROMWELL ROAD TIMON & PUMBAA
DOOH CROMWELL ROAD TIMON & PUMBAA
DIGITAL AV BUMPERS - WORKING ON MY ROAR
DIGITAL AV BUMPERS - TICKETS ON SALE
DIGITAL AV BUMPERS - I JUST CAN'T WAIT TO BE KING

OOH

We delivered 120 pieces of out-of-home creative for this widespread campaign in order to communicate the epic tone and stature of the movie. For the first time, blowUP Giant Poster sites were booked in 3 key cities.

BRISTOL BLOWUP 1
BRISTOL BLOWUP 1
BRISTOL BLOWUP 2
BRISTOL BLOWUP 2

AV & Radio

We delivered 54 pieces of creatively targeted AV pieces across broadcast, programmatic digital and digital audio.

KIDS TV 20
KIDS TV 30

Digital Display

We created 47 pieces of digital display across multiple formats, in line with the wider campaign.

DIGITAL DISPLAY BANNERS
DIGITAL DISPLAY BANNERS
SUBLIME SKIN
SUBLIME SKIN

Trade

Using striking key art for consistency, we designed and delivered over 40 different digital banners across all main exhibitor sites, including key homepage placements.

CINEWORLD TOPSIGN
CINEWORLD TOPSIGN

Publicity

We delivered over 75 different pieces of publicity creative for the campaign across 3 events.

ODEON PREMIERE DIGITAL INTERNAL PLASMA SCREEN

The Results

Reigning over the UK Box Office Chart for a 2019 record of 24 consecutive days and grossing £71.7M (as of the beginning of September), The Lion King is the 11th biggest film of all time in UK cinema history.