Disney — Preserve The Magic (Pitch)
The ask:
Develop an Earth Month campaign for Disney’s 100th-year celebration that raises awareness and drives an emotional connection to Disney’s CSR achievements.
Approach:
Disney movies are well known for their iconic protagonist and the significant challenges they overcome. This Earth Month, we’ll invite Disney fans along for another journey as their beloved characters tackle a great challenge that affects us all, nature conservation.
Re-Release of Iconic Movie Posters
Disney+ extension
For the first 24 hours of Earth month let’s create a Buzz, not Lightyear, but the PR kind. We will update the thumbnails of movies on Disney+ to show how the stories would change without conservation efforts.
When users click on the thumbnails, they will receive a message about Earth Month and Disney’s conservation efforts. They will also be met with the opportunity to donate to organizations that work to combat environmental changes that would affect these stories in the real world.
Social
This scroll-stopping short-form content will leverage iconic Disney landscapes and strip them of their natural beauty to show what they would be like without conservation efforts. Each scene will tie back to one of Disney’s conservation efforts, giving our fans hope and driving our audience to join us in preserving the magic of the wild.
The Little Mermaid Social Stories
The Jungle Book Social Stories
Social Games
Let's create an interactive game that allows people to help clean up iconic Disney scenes and invite them to join in the conservation efforts.
Example Instagram Game: Ocean Clean-up with Ariel.
We will encourage users to catch waste before it reaches the ocean floor. By swiping the net left to right you can catch the trash and save Ariel’s home from human pollution.
Influencer Amplification (Re-Release of Iconic Movie Posters)
We can amplify our stunt with influencer partnerships that draw action to the posters and Disney’s environmental efforts.
Leveraging Disney’s own artists and animators responsible for the creation of these movies both past and present, they’ll amplify conversations surrounding efforts Disney has made and continues to make.
Possible partners:
@animwoodsy (Animator at Walt Disney Studios)
@camwhitnall (Environmentalist on right)
@samstyle (Animator at Walt Disney Studios)
@hankgreen1
@wdwnt
Agency: Digitas North America
Art Director: Ghewa taha