Disney partnered with Ignition Interactive to build out a character driven ad campaign for Pixar's third installment of Toy Story 3. In the film the toys are mistakenly delivered to a day-care center instead of the attic right before Andy leaves for college, and it's up to Woody to convince the other toys that they weren't abandoned and to return home.

The task was to create a campaign that focused on the classic Toy Story characters as well as introduce the new characters from the film. The creative was led by the iconic characters Woody and Buzz. They were followed by a mixture of unique ads that focused on specific classic characters and new characters. The campaign focused heavily on large takeover executions that were accompanied by individual character banners that were randomly displayed in ad placements.