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Insight
Research shows that people tend to be happier when they receive gifts involving experiences rather than material ones.
When you gift an Adventures by Disney vacation, you're really wrapping a new culture, a new memory, a new experience for the people you love. You're giving them the biggest gift of all. You’re giving them the world.
BRIEF:
To develop a campaign for the holiday promotion. Instead of focusing on a discount like years' past, focus on conveying the message of giving the gift of experiences.
To develop a campaign for the holiday promotion. Instead of focusing on a discount like years' past, focus on conveying the message of giving the gift of experiences.
BACKGROUND:
There was not enough money to capture any net new assets. The campaign needed to be created using the brand's existing photography and footage.
There was not enough money to capture any net new assets. The campaign needed to be created using the brand's existing photography and footage.
The Lockup
The lockup depicted popular Adventures by Disney trips from around the world and drew inspiration from the façade of an iconic Disney experience—"it's a small world". The ribbon that sits atop the Eiffel Tower was used as an overlay to visualize the concept of giving these unwrappable gifts.
By animating the ribbon element overtop of our footage and social tactics we were able to not only wrap up and tie together tactics, but also give established assets new life.
Project Details
Client // Adventures by Disney
Year // 2019
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Year // 2019
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Team
Art Direction // Natalie Krakirian
Copywriting // John Axtell
Design // Unitha Ramirez
Animation // Lobo
Supervising Creative Direction // Carol Saraiva
Copywriting // John Axtell
Design // Unitha Ramirez
Animation // Lobo
Supervising Creative Direction // Carol Saraiva
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