Disney+ promotes Hulu shows with playful ‘Hu Dis?’ OOH campaign

What happens when a brand can communicate its message without writing the message out? Disney+ has found a simple answer with its latest OOH execution: “Hu Dis?” 

The campaign plays on the visual familiarity of the Hulu and Disney+ identities, combining elements of the two logos to create a question that is instantly recognisable. The result is a billboard that makes the branding itself do the talking. 

Rather than relying on a conventional streaming-service message or a list of shows, the execution uses the green “hu” from Hulu alongside a playful treatment of the Disney+ identity to form “Hu Dis?” — a visual shorthand for the fact that audiences can watch a range of Hulu shows on Disney+. 

The idea becomes particularly effective because of how little the billboard needs to say. The familiar brand elements provide the context, while the question creates just enough curiosity to make people look twice. 

Across the OOH executions, the same thought is adapted to different environments. One billboard pairs the “Hu Dis?” message with an image of a woman, while another places it alongside a larger-than-life image of a character. An indoor execution extends the idea across a long-format wall, allowing the visual identities to become part of the environment.