D&AD New Blood competition
For a D&AD new blood competition i chose to complete a brief which was to create a campaign for Walt Disney which celebrates 100 years of imagination. The aim was to appeal to young adults to turn them into Disney Fans for life, instead of just their childhood.
Celebrate 100 years of Walt Disney brief
Our mission
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After the release of Disney+ many young adults turned to Disney Channel favourites as a comfort during lockdown and aren't afraid to shout about it either, Tik Tok has also made it clear that whilst people have grown up they still have an interest in Disney, especially 2000s TV shows and many videos go viral as they share there love for Disney Channel originals.
Our solution
We want to tap into our 90s and 2000s archive and find the treasures that made gen z and millenials childhood. We will serve them nostalgia on a silver plate and relight those emotions and feelings evoked by our characters, movies, theme parks and TV shows once upon a time...
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We will create two campaigns both through a collaboration and direct through our platforms. This will ensure that even young adults who don’t interact with Disney on their daily social media routine will be able to take in the campaign without necessarily knowing.
Where
We will promote our campaign through our instagram and Asos's instagram as well as on bill boards and online through the Asos website.
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We will promote through instagram as this is the platform where our target demographic go to first in their social media routine. We will have classic 90s/2000s characters on a post with a caption of "Hey remember me?" to spark a memory that some may have forgotten about.
Series of Instagram posts
There series of posts will have a caption explaining the new "More than just Mickey" range at ASOS. They will be posted on both the Disney and ASOS instagram account before the launch to create a buzz.
Disney's Instagram
Never grow up.... Unless it's with us
This post is an example of the types of posts that Disney will have to promote their revival and re-recruit their 90's audience. The post shows the classic scene from the "Here we go" intro but has replaced the movie images with peoples real life memories with Disney to show how important the consumer is to Disney.
ASOS range
This is an example of a ASOS billboard which will promote our "More than just Mickey" range.
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Below are some mock ups of the range including mens Buzz Lightyear top and Team Russo vest and Womenswear Wizards of Waverly Place bag.
If you know, you know!
