Disney chops up its logo to ask ‘Hu Dis?’

Disney+ has sliced up its famous wordmark for a Canadian outdoor campaign promoting Hulu shows available on the streaming platform.

Created by agency Courage, the ads pair the green ‘Hu’ from Hulu with ‘Dis’ from Disney to ask a familiar text-message question: ‘Hu Dis?’

Two brands, one line, and a fairly relaxed approach to the logo guidelines.

The executions feature characters and stars from Hulu shows, including The Kardashians and Scrubs.

One particularly effective billboard pairs the question with a tight crop of Kim Kardashian’s eyes, giving passers-by another famous face to identify.

The visual joke also has a practical job: reminding Canadian viewers they can find Hulu programming within Disney+.

The two identities become the explanation.

It follows Disney+’s ‘A Lifetime of Great Stories’ campaign, which showcased the breadth of its catalogue through a film spanning childhood to parenthood.

It recalls Kellogg’s ‘OG’ poster, which cropped its wordmark to give Cornelius the Cockerel a new title. Both put familiar fragments to work.

Here, Disney’s distinctive lettering makes the question readable even when much of the name is missing.

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