Disney - The Incredibles 2 Summer 24 Hour Challenge.
A UK-wide, family-friendly activity campaign built around 24 Incredibles-themed missions - designed to get families moving together all summer.
Results
Created 24 branded activity missions inspired by the Parr family’s superpowers
Built as a UK-wide campaign that families could complete “anywhere, anytime”
Designed to help families clock up 24 hours of physical activity together across the summer
Supported a wider campaign with a charitable element. for Unicef UK
The Brief
To celebrate the release of Disney-Pixar’s Incredibles 2, Disney UK wanted a campaign that would inspire families to be more active together over the summer - in a way that felt true to the characters, the energy of the film, and Disney’s quality bar.
The activation needed to:
Work nationally (not venue-specific) and be easy for families to join
Be genuinely fun and accessible for a wide range of ages
Feel unmistakably “Incredibles” - not generic activities with a logo
Be simple to understand, track and complete across the summer
What We Did
Design
We designed the campaign content and challenge mechanics
Developed 24 different challenges (“missions”) themed around the characters and the Incredibles brand
Ensured activities were family-friendly, active, and inclusive (so teams could take part together)
Built variety into the missions to keep engagement high across multiple weeks
Build
We translated the creative into a delivery-ready campaign format:
A clear mission structure that made it easy for families to start and keep going
Simple progression logic aligned to the campaign goal: 24 hours of activity together as a family over the summer
A consistent tone and style so every mission felt part of one coherent experience
Deliver
This was a design-only project - built to be deployed UK-wide through the campaign platform and communications, enabling families to participate throughout the summer.
How It Worked
Families and friends could form teams and complete missions across the summer, clocking up a total of 24 hours of physical activity between early June and early September.
The missions were inspired by the Parr family’s superpower skills - with examples including:
Super Dance Off with Elastigirl
Dash’s Daring Dash
The Incredi-Crawl
Why It Worked
Brand-first design: every mission was rooted in character, story and superpower energy
Accessible by default: families could take part anywhere, without specialist equipment
Momentum built in: 24 missions created a reason to return week after week
Clear goal: 24 hours gave the campaign a simple, motivating finish line
