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  • Title: #GrootDancebomb
  • Client: Marvel

To celebrate the release of Guardians of the Galaxy 2, the Dancing Groot toy line from Disney Consumer Products, and Earth Month, we challenged fans to join YouTuber Dominic “D-trix” Sandoval to surprise and delight unsuspecting strangers with a #GrootDancebomb.

As a result of the success of the video—over 5M views and thousands of fan response videos in the first 24 hours—Marvel directed a donation through the Disney Conservation Fund to The Nature Conservancy to plant a quarter-million trees.