Just Keep Swimming
“Finding Dory” advertising campaign
"Just Keep Swimming"- the well-known quote by the 3D animated movie character Dory - is the title of the
advertising campaign made for that movie as part of
the MA Advertising course. The target audience for the
promotion of the movie are millennials, considered as active prosumers and encompassing -young- adults aged between 16 and 34. They are avid users of digital technologies and platforms, known as content users and creators and they consider their involvement in marketing and value creation as key when interacting with a brand. The “Just Keep Swimming” concept was chosen in order to create a message of positivity and motivation; it was readapted to mirror young adults’ everyday life and the moments where they need to be reminded to “just keep going”.