Overview
Welcome to The Happiest Place on Earth at the Disneyland Resort! A place that has all the happy you never knew could exist, so you’re a new kind of happy every time you visit.
And welcome to the latest Disneyland Resort campaign that explores the reason why Disneyland is called The Happiest Place on Earth, because your most happiest self is waiting to be discovered every time you visit.
The Idea
As a creative, one of the most exciting briefs you can get is one that says to use existing assets to make a whole new campaign. 🫤
But sometimes, when you get that brief you follow it to its logical conclusion and come up with something totally new! We embraced the idea of ‘existing assets’ and took it even further. We used the actual signage from all around Disneyland to create endless bespoke iterations of “HAPPIEST” – showing how unique and personalized the joyful experience of Disneyland can be for everyone.
The Campaign
The resulting campaign included TV, outdoor, social and in-park advertising.
We worked with the designers and animators at Elastic to compile a library of letterforms and HAPPIEST logotypes that could be set into motion or put to use across all these different mediums.
