Wall-E

How do you build curiosity about the next Pixar movie without giving the plot away? You focus on the backstory. Since Wall-E was set 700 years in the future on a waste-covered Earth, we built interest by focusing on the true culprit of Earth's demise: Buy 'n Large.

By creating a campaign for Buy 'n Large, the corporation that created Wall-E and all the robots from the movie, we spoke to the movie’s uniquely complex backstory while highlighting mass consumerism, one of the major themes of the movie.