DISNEY
DISNEY
WE CAME TO PLAY
We Came to Play is more than a campaign, it’s a movement.
It’s a promise from Disney to commit to dismantling the invisible wall that has historically excluded Black consumers.
It’s an intentional invitation to Black guests to bring their full selves and experience ALL of the magic Disney has to offer.
Campaign Elements: Broadcast & Streaming | Brand Guidelines: Tagline, Photography, Design | OOH, Social
BROADCAST & STREAMING SPOTS
TAGLINE
The phrase “We Came to Play” is at once delightful and braggadocious. Distinctly bold and unapologetic with plenty of swagger, the tagline establishes a voice & tone that is authentically joyful and exuberant.
PHOTOGRAPHY
Our approach to photography is bold, revealing an empowered attitude with a smile in all our guests. Playful and dynamic lensing captures unexpected moments full of Disney magic while framing our subjects heroically, making them seem just a little larger than life.
DESIGN
The campaign comes to life with a striking and unabashed visual style that spotlights our Black guests while also boldly presenting the campaign tagline. The tagline mark is minimalistic and versatile, with multiple variants and orientations. This allows the mark to “play” and interact with our subjects – always prominent but never overpowering as it frames our guests in dynamic compositions.
SOCIAL
Our social campaign is not just native to the platforms but also native to the culture, featuring engaging and shareable content that showcases the countless ways Black guests can show up and show out at the parks. Deeply unserious and full of genuine expression, the executions all work to invite Black families to play.
CREDITS
