Celebrate 100 Years of The Imagination of Disney

On 16 October 1923, Walt and Roy Disney signed a contract to sell a series of short films. This marked the start of the Disney Brothers Cartoon Studio, today known as The Walt Disney Company.

In 2023 Disney celebrates their 100th anniversary as the world’s leading entertainment company, combining imagination with innovation to create its unique storytelling that brings people together across generations and cultures.

100 years of change means Disney have come a long way from their humble beginnings, offering everything from movies to stage shows to theme parks to streaming to superheroes. There’s something for everyone to enjoy.

Brief set by

D&AD New Blood Awards 2021, The Walt Disney Company

Discipline

Advertising, Integrated Campaign, Illustration

The challenge

Create an evocative, hyper-relevant brand building campaign around the 100th Anniversary that will make young adults into lifelong Disney fans. The challenge is to turn well-loved 90s and 00s nostalgia into hyper relevancy for 2023.

Since its launch in 2019 Disney+ has gained up to 94 million subscribers worldwide. This is mainly due to the Disney entertainment brand continuously expanding their library and adding new content every year.

I created a campaign in the form of an interactive challenge, this is to engage with the new generation of fans who are subscribers of streaming services. The challenge combines nostalgia with new content to connect with both old and new fans.

The campaign would feature a challenge that requires fans to sign up and participate for 100 days. Every week they will receive a new still from a classic Disney Movie, which would be made up of characters from different franchises (Star Wars, Marvel, etc.) and they would have to guess correctly. People that follow the challenge till the end will receive free membership to Disney+ for 100 days.