Info
The biggest celebration in the history of the parks cast Disney World in a whole new light.
Everything was transformed by the magical power of “50th magic.” From the spires of the castle, to the name tags on Cast Members’ uniforms, we painted the entire park in it’s own proprietary color blend – “Earidescence.”
But we didn’t stop there. A full two years of storytelling brought 50th magic and Earidescence to life through a massive campaign of TV, outdoor, direct and content.
To top it all off, we created a custom track just for the anniversary, releasing it on Spotify to the delight of Disney fans everywhere.
Background
In 1971, a World born of impossible dreams opened its gates to millions of people. Ever since, it has become the place the whole world holds in its heart. Where you never have to grow up. Where memories made together last a lifetime. Where the power of magic ignites the joy within us all. And families and friends come from near and far to celebrate a milestone like no other. A celebration of magical proportions. The 50th Anniversary at Walt Disney World. The World’s Most Magical Celebration.
EARIDESCENCE
Design & Branding
The primary visual system of our celebration is a series of custom iridescent backgrounds & bespoke logo configurations.
EARIDESCENCE
Earidescence is more than just an optical curiosity; it creates a mesmerizing and engaging effect and should be dominantly used in our communications and public-facing materials.
THE LOGO SYSTEM
The primary logo is inspired by the illustration style of legendary Disney artist Mary Blair. This mark takes her signature silhouette illustration style and applies contemporary textures and colors to bring it into the modern day. The primary logo is our celebration’s main logo, but we also developed a whole host of different configurations for other placements and executions.
The Launch
The Magic is Calling
To announce the celebration, we teamed with prolific film director Niki Caro (Whale Rider, Mulan) to tell the story of our special 50th magic escaping Cinderella’s castle and shining as a beacon to invite one and all to this anniversary.
“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.”
-Walt Disney
Sustaining Content
Worlds Transformed
Additional spots showcased the breadth and depth of all the special updates and activity happening in the parks, further enticing guests to come celebrate with us
The Music
Our Bespoke Campaign Song “The Magic is Calling”
To create the sound of the anniversary, we worked with Platinum-selling songwriter/music producer Alana Da Fonseca.
Our anthem surrounded the entire guest experience starting with marketing to major in-park anniversary moments and entertainment. You’d hear it being sung by the Dapper Dans a cappella style. At the end of the night it capped off the big finale to the fireworks show. This song was everywhere!
Check it out on Spotify
The Finale
The Most Magical Place on Earth
For our final brand spot, we worked with one of our favorite directors for Disney, Misko Iho, and invited everyone to experience a magic so powerful, it felt like time was standing still.
