"The story tellers of Disney now bring you the most important story of all, yours."
Fugitives, in conjunction with Disney's Yellow Shoes created this branded cinema spot for Adventures by Disney. Through the use of Disney's iconic animated features, and documentary style footage from Adventures by Disney, we were able to create this unique 90 second cinema campaign.
THE BRIEF:
Adventures By Disney offers premium, group-guided family travel to the most exotic places in the world. However, the existing marketing was created with the stereotypical Disney look and feel (i.e., magic and pixie dust). This gave consumers the impression that they would be traveling with Mickey and Minnie.
As a premium brand at a premium price with competitors such as Tauck and Abercrombie & Kent, consumers needed to understand that Adventures By Disney was indeed a premium brand offering only the best of Disney service and story. No Mickey and Minnie.
THE SOLUTION:
Tapping into the emotion of an Adventures By Disney trip, Guests have said time and time again, how it was through storytelling that the most beautiful and exotic places on the planet helped to connect them with their families. We started this piece, utilizing many of the beloved Disney animated features to hook the viewer immediately with well known and established brands. Each scene outside of its film is easy to identify and selected to create a collective story of discovery and adventure. However thats only half of it and we needed to establish a seamless transition from animation to live action to create the connection between the great story tellers at Disney and the ability to create your own story with Adventures by Disney. The result is a 90sec cinema campaign.
