To accompany the release of Toy Story 5, Madrid’s bus shelters were dressed in the film’s colours, from the roof right down to the side panels. Woody, Buzz and the whole gang welcomed commuters, turning the street into a fully fledged stage set. The visuals played on the “toys vs technology” duality and invited passers-by to reconnect with the sense of play that has made the saga so successful.
Beyond sheer visibility, Disney Pixar’s campaign was built on a strong participatory mechanic: a claw machine integrated into the street furniture, in Papa Johns and Toy Story 5 colours, giving pedestrians the chance to win free pizzas, collectible figurines or discount vouchers, resulting in over 2,000 interactions and around 900 prizes distributed. The queues forming in front of the bus shelter reflected the appeal of the activation and its ability to bring together a wide range of audiences : families, young adults and people on the move.
