I am your father's day

Challenge

Star Wars wanted to build excitement around the new generation of Star Wars films and help drive merchandise sales, especially around Father’s Day.

Idea

We took one of the most iconic lines of dialogue in cinema history, “I am your father”, 
and created a touching homage to dads passing down their love of Star Wars to the next generation. The video was released in theatres over Father’s Day weekend. For social, 
we identified the simple ingrained user behaviour of @tagging and choreographed a digital ecoystem over 48 hours, across Star Wars’ and Disney’s social platforms, to facilitate that.

Social engagement on par
with starwars trailers, leading to
8% lift in merchandise sales

+500 million

organic impressions

10.7 million

views across all platforms

4,170

comments

272,647

likes

245,493

retweets & shares