DISNEY

LAUNCHING THE CRUELLA MOVIE
IN ANTWERP

Cruella, A film about a rule-breaker, deserves a stage that isn’t polite. So we didn’t buy media. We stole attention. We handed the hottest window in the Antwerp Fashion District to four students and told them to treat it like a portfolio, a protest and a job interview.

We called it The Shop Window Hijack. Four students curated, styled and owned the window. The message was simple and loud: “Would you please hire me?” Passers-by got the Cruella energy in real life. Make art. Make trouble. Make a career.

People stopped. They photographed. They went inside. Local visits lifted 7.6% above forecast during the activation. One student received a direct job offer. Many more got calls. The window did what good culture does. It moved people to act.