To mark A Goofy Movie’s 30th anniversary, Disney invited fans to join Powerline’s world tour with a one-of-a-kind creator mailer experience. Recipients got more than a box—they got a ticket to nostalgia.
Surprise in-person deliveries by costumed “tour roadies” turned unboxings into shareable moments. Each mailer included custom 90s-inspired collectibles: a cassingle and boombox, a “Hi Dad Soup” mug, a Powerline tour t-shirt, and more.
Our strategy was rooted in the belief that authentic fan engagement starts with emotional specificity. For A Goofy Movie’s 30th anniversary, we set out to reimagine the celebration as a participatory experience—one that honored not just the movie itself, but why people still love it decades later.
We broke down the emotional DNA of the film and centered the campaign around three key pillars:
Each mailer item was designed to tap into one of these themes: the “Leaning Tower of Cheeza” Jenga set and “Hi Dad Soup” mug sparked nostalgic emotion; the glow-in-the-dark tour poster and tour map activated the sense of journey; and the custom boombox and cassingle brought the music to life in a tangible, retro way.
The experience was guided by a printed version of Goofy’s road trip map, with each item wrapped in a unique color and icon matching a stop along the way. This transformed the unboxing into a narrative experience—playful, intuitive, and built for sharing.
To deepen the immersion, we staged in-person surprise deliveries by in-character “roadies.” Each delivery team was outfitted in one of two custom costume sets:
This dual-costume approach added layers of storytelling for different levels of fandom—some picked up the deep-cut reference immediately, while others embraced the spectacle of it all.
From the map design to the wardrobe styling, the strategy was in the details. Every creative decision served the larger goal: to blur the line between the film’s universe and the real world—so fans didn’t just remember A Goofy Movie, they got to live it.
Fans responded with joy, reverence, and hundreds of organic social posts—reaching over 70 million people. This was more than a mailer—it was a moment that reminded everyone why they fell in love with Max and Goofy in the first place.
