DISNEYLAND SCOPE CAMPAIGN
Longevity was the name of the game for this campaign. We developed a modular approach, given that the campaign would be leveraged for years to come and would be used to fill in gaps between product launches.
GOALS
Focus on breakthrough and persuasion and sense of urgency
Show wide variety, elevate destination, evoke emotion, deliver competitive advantage and increase appeal to target audiences
Leverage the learnings year-over-year
Magic Happens Parade
The Magic Happens parade features stunningly designed floats and beautifully costumed performers that tell Disney stories in new, contemporary ways.
To share the magic, we captured photo and video assets to be leveraged within the FY20 Spring Campaign and throughout evergreen tactics for years to come.
We pulled in social shooters and cranes, and casted in a way we’d never done before.
The results? Magical. Here’s a sneak peek:
