Disney, Preserve The Magic (Pitch)
Art Director: Ghewa Taha
Copywriter: Enrike Grageda
The Ask:
Design a social media strategy for the Disney 100th year Earth Month campaign that raises awareness and drives emotional connection to Disney’s CSR achievements.
Approach:
Disney movies are well known for their iconic protagonist and the great 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 iconic movie posters
Disney+ extension
For the first 24 hours of Earth month let’s create a Buzz, not Lightyear, by the PR kind, by updating the thumbnails of movies on Disney+. We’ll 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.
Social
This scroll-stopping content will leverage iconic Disney landscapes and stripping them of their natural beauty by showing what it could be like without conservation efforts. We will align each scene with Disney Conservation efforts, giving our fans hope and a drive to join in the cause to help protect and preserve the magic of the wild.
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.
The Jungle Book
Re-Release iconic movie posters
(Cont’d)
Influencer Amplification
We can amplify the stunt with influencer partnerships that draw actions 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 about the need for conversation and the positive efforts Disney has made and continues to make.
Possible partners:
@samstyle (Works at Walt Disney Animations Studios)
@camwhitnall (on right)
@hankgreen1
@wdwnt
The Little Mermaid
