DISNEY+

At Flash, The Bear is one of our most beloved projects. We were part of the communication strategy for season one, and now we returned to support the launch of season three for Disney+.

Disney+ prioritizes integrating its titles into culturally relevant, organic experiences for local audiences—and that’s our specialty.

For the first piece, we tapped into the hottest advertising trend: FOOH (Fake Out-of-Home), blending real-life footage with digitally enhanced visuals. Our idea? Capturing the essence of a scorching Spanish summer in August, just as The Bear was premiering. We created an image of a fried egg cooking on the blistering pavement—a nod to the show’s culinary roots. Then, we took it even further by dressing Madrid’s iconic Bear and Strawberry Tree statue in Puerta del Sol with the now-famous blue apron worn by the series’ protagonist.

The blue apron also played a starring role in our second activation: a giant version of the garment draped over a building-sized billboard. We placed this eye-catching piece in Chueca, one of Madrid’s busiest districts, ensuring maximum visibility and engagement.

A campaign that blended pop culture, local relevance, and digital-first execution—just the way we like it.