You have to lose your heart to a campaign finds a serious purpose for a theme park. You have to love the agency that dreamed up the idea.

David&Goliath is presenting Universal Orlando Resort and Universal Studios Hollywood to its US audience as a place where children learn the skills they need to grow up. A place where they learn to stand on their own, speak for themselves and boldly take on new adventures. 

Brilliant, isn’t it?

The centrepiece of David&Goliath’s campaign for Universal Parks & Resorts is a cinematic black & white film called, Grow Bolder, in which children put forward both very logical and wonderfully inventive reasons why they need to visit the park.

“Now more than ever kids are growing up fast, and we wanted to be a part of that growth,” explained David Angelo, founder & chairman of D&G.

“But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”

The spot went to air in the US during the last week of the Winter Olympics on NBC and its affiliates.

“This campaign captures the essence of what we offer our guests every day,” explained Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts.

“Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”

The film is being supported by digital and ambient efforts.

Credits

Agency:  David&Goliath, LA

Founder & Chairman: David Angelo

Chief Creative Officer: Bobby Pearce

Executive Creative Director: Ben Purcell

Art Director: Tracey Chan

Copywriter: Chris Santaiti

Director of Broadcast Production: Paul Albanese

Producer: Dustin Oliver

Junior Producer: Sana Bawania

Business Affairs: Rodney Pizarro &Jason DelosSantos

Account Management: Jamie Simms & Jenavieve Cazares

Strategy: Donesh Olyaie & Justine Basil

Project Manager: Mike Antonellis

Digital Production: Peter Bassett, Kyle Stein, Meagan Steinkamp, John Randall IV, Benjamin Smith & Mariano Echegoyen

Production Company: RSA Films, Inc

Director: Tobias Granström

Director of Photography: Aril Wretblad

President: Jules Daly

VP/Executive Producer: Marjie Abrahams

Head of Production: Elicia Laport

Producer: Linda Masse

Editing: Spinach

Editor: Adam Bright

Executive Producer: Jonathan Carpio

Producer: Patricia Gushikuma

Lead VFX: JAMM VFX 

Raptor VFX: Tippett Studio

Online & Colour: Mark Gothin  @ MPC

Sound Design & Mix:  Margarita Mix

Spanish Agency: Barú

Founder & Chief Executive Officer: Elizabeth Barrutia

Chief Creative Officer: Mike McNellis

Senior Account Director & Brand Strategy: Norma Manzanares

Creative Director: Pablo Buffagni