The objective of the billboard was to raise awareness of Netflix’s newest lovable animated character in an eye-catching, buzz-worthy, never-been-done-before way. Through the high impact placement, the billboard was able to both target families as well as a broader audience.

The impact began during its installation phase, when press generated buzz on social media as the dueling billboards were placed across Sunset Boulevard. Though the iconic placement receives millions of views on a monthly basis, this billboard garnered lots of joy from consumers, with many sharing to their own personal TikTok accounts including one TikTok that gained 8.1M organic views. Overall, this raised the awareness for the film’s upcoming release as commuters and pedestrians made their way under Leo’s tongue.