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.

The Jerusalem campaign from National Geographic Studios was designed to provide top-level support for the film and work in tandem with local theater efforts. One key strategy was to create an outreach campaign to the interfaith community in order to minimize any miscommunications as to the film's message. If done properly, this would eliminate negativity and boost the success of the film as these groups become advocates of the film.

The Saint Louis Science Center’s OMNIMAX Theater organized a Remembrance Day in honor of the 70th Anniversary of D-Day, with the film D-Day: Normandy 1944 as the centerpiece. In addition to honoring D-Day veterans and all who serve, the event, winner of the GSCA 2014 Achievement Award for Best Film Launch by a Theater, helped to further establish the Science Center as a convener for the community, a place where people come together to learn and share and interact.