This Is Magic Campaign: Every Day, In Every Corner of Walt Disney World Resort, Magic Is Happening!
The challenge for the teams at Walt Disney World Marketing, Disney’s Internal creative agency, Yellow Shoes, and agency partner, Dentsu, was to capture this authentic magic and translate it into a compelling ad campaign that reinforced Walt Disney World as The Most Magical Place On Earth.
The result? The simple yet powerful This Is Magic campaign.
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A Resonance Only Disney Has
The inspiration for the campaign was drawn from a deep understanding of their audience. The team poured over guest letters, listened to cast member stories, and immersed themselves in the park experience. This allowed them to identify the core of what makes Disney so special: the genuine, heartfelt moments that guests cherish.
“There are only a handful of brands that have a special place in people’s lives and hearts. Disney is one of them,” Helen Pak, SVP of Creative – Marketing, Design and Content, explained.
Rather than overcomplicating the message, the team opted for a straightforward approach. The phrase “This is Magic” became the cornerstone, allowing the visuals to tell the story.
Capturing Real Magic
The campaign’s authenticity was paramount. The production team focused on capturing genuine moments of joy and wonder experienced by real guests.
- Real people: 259 real people were featured in the campaign.
- Raw footage: Over 30 hours of footage was captured.
- Unedited moments: The final product showcases 57 unedited moments of magic.
To maintain the raw emotion, the production was stripped down. Cameras rolled continuously, capturing spontaneous reactions and genuine interactions.
Sharing the Magic
The campaign launched on Dick Clark’s New Years Rockin’ Eve and was subsequently shared across various platforms. A groundbreaking social stories takeover allowed fans to experience the magic in real-time.
A Resonant Campaign
The simplicity and authenticity of the campaign resonated deeply with both audiences and critics alike. The campaign’s emotional impact was undeniable, as evidenced by its Silver Lion win at the Cannes Lions Festival of Creativity.
“The stories you see on screen are from our guests, yet they are also a representation of the joy we feel as cast members of Walt Disney World Resort,” Davis explained.
By focusing on the heart of the Disney experience, the “This Is Magic” campaign successfully captured the essence of what makes Walt Disney World truly magical.
Credit: Disney
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