They work, they play, they take selfies—Zootopians are just like us! Zootopia's theatrical social campaign embraced the human-like world of Zootopia by creating posts that drove shareability and virality by matching their real-world counterparts.

The campaign kicked off with Zootopia's Countdown to Zoo Year's Eve, featuring customized viral creative of the best of Zootopia. From movies to music and celebrities, content was featured across media sites like Entertainment Weekly and Collider.

The high engagement and popularity of the punny posters led to a one-of-a-kind Oscar campaign, featuring nominated films.

Playing with mocking elements in official movie art, album art, and events (i.e., Sports Events, TV Events, Celebrities, etc.), each post featured imagery that audiences could instantly recognized--but also notice something different.

The variety of posts pushed the real-ness of the world of Zootopia, increasing audience familiarity with the brand by bringing to life its vivacity through static and video.

Looking forward at upcoming calendar events and having quick daily discussions regarding trending topics and current events, kept all ideas relevant and timely.

For holidays and events that could be foreseen, design brainstorms and timely feedback allowed us to prep our social calendar while still keeping flexible for new requests and daily happenings.

Designers worked with Producers to create relevant copy points that brought custom graphics to life. Storyboards were created before being handed off to motion artists to ensure seamless collaboration between Graphic Designers, Producers, Client, and Motion Designers.

The collaborative effort resulted in over 100 unique pieces, all tied to current holidays, entertainment events, and media pushes.

Joining in on social conversations surrounding current events, Zootopia's social following and engagement during the course of the campaign grew exponentially, resulting in the best ever opening for a Disney animation film.

- Best ever opening for a Disney animation film

- Largest opening weekend for an animated film in March

- 9th largest animated opening ever

- $75m opening weekend

- #1 movie in USA for three consecutive weekends

- 98% Certified Fresh on Rotten Tomatoes

- “A” CinemaScore

- Over 660,000 Facebook fans for an original non-franchise film