The "Pandas" Marketing Campaign Repositioned Them As Not Just Cute and Cuddly But As Endangered Animals That Need Our Help

IMAX and Warner Bros. (WB) joined forces to develop a strategy including creative development, publicity, digital, exhibition, and more to reposition pandas as not just cute and cuddly animals, but as endangered animals who need our help. Infusing levity and a sense of wonder throughout the marketing campaign, IMAX and WB also reinforced the consumer value proposition: IMAX brings people together through extraordinary experiences. Narrator Kristen Bell was front and center for important appearances and interviews with numerous outlets, but as the GSCA Achievement Award judges noted, even with major stars, it’s not easy to get that kind of coverage without a lot of work.