Magic Orlando

Context

Supermaxi launched a Súper Oferta with a trip to Disney as the grand prize. The challenge: for strictly legal reasons, we couldn't say the word “Disney,” show its parks or use its characters.

We had to sell the magic without touching anything recognizable.

Looking for a way around it, I found the perfect loophole: Steamboat Willie, the 1928 version of Mickey that entered the public domain in 2024. I proposed using him as our cheeky (but 100% legal) connector to build an entertaining campaign where nobody expected much.

When I presented it, the client added his lawyer to the meeting on the spot. The answer was a flat “zero problems,” and the idea was approved that same minute.

The campaign beat every objective. The buzz was so loud that the competitor representing Disney in Ecuador pushed to have it taken down a week before it closed. By then it didn't matter: the trick was done.

As Anselmo Ramos, founder of GUT, puts it: “The best ideas are the ones that need lawyers.”