Disney
PROBLEM:
Disney’s theme parks are beloved by all, but research had identified that the experience was starting to lose some of its magic and becoming less aspirational, particularly to the critical higher income guests.
SOLUTION:
Take classic and iconic Disney characters and reimagine them by using Hollywood celebrities and other current cultural icons. Partnering with the legendary photographer Annie Leibovitz, we developed a series of “Dream Portraits” and positioned them in unexpected high fashion publications.
RESULTS:
The resulting campaign and behind-the-scenes content captured the imaginations of not just the intended target audience, but also employees and the media as a whole. Each release of a new image became a media event in its own right. This multifaceted program was the backdrop for record setting attendance across all of Disney’s global theme parks.
DREAM PORTRAITS
TOY STORY
To launch the new Toy Story Land attraction at Disney’s Hollywood Studios, we developed a fully integrated communications campaign partnering with the Pixar Animation Studios.
DRAGON DREAM
To relaunch the newly reimagined Fantasmic! – the nighttime show at Disneyland Hollywood Studios – we revealed the darker side of Disney.