The Disney / Pixar film "Lightyear" tells the origins of the famous space guardian we all know from Toy Story.

The goal was to communicate the film's release and move Lightyear away from the Toy Story universe by placing him in one of his own. It's an early word. The character's fame was a benefit, but also a liability. Lightyear's universe was to be space, stars, and planets (and not a child's room and his toys).

We were targeting a young audience, but not a child audience. The goal was to reach people who had already experienced the Toy Story saga and connect them with what we have all dreamed of at some point: going to outer space.

The campaign started with a PR action registering the first stars of the constellation on behalf of influencers. They were then sent a special box with a registration certificate and web access to geolocate their star in the sky.

After that, the campaign was opened to the general public. A QR code was included on the official posters of the film that redirected to a filter on Instagram to participate in the action. In addition, a website with a real-time planetarium and several publications on social networks were used.

Together with a team of astrological specialists, we created a real constellation in the sky in the shape of Buzz Lightyear by joining and recording stars found in the firmament. In this way, the Lightyear Constellation is integrated into the 88 constellations (89 counting this one) that make up modern astronomy.

Through a QR code on the official movie poster, the constellation could be explored in real-time and geolocated in the sky through a web page.

Using an Instagram filter to participate, people could register a star, name it after

themselves, and receive a personalized certificate. Through the Make-a-Wish Foundation, several stars were registered in the names of the children with the greatest need to explore the universe.

20.000.000 impresions.

430.000 interactions.

23% engagement rate.

And a new constellation in the sky.