All Singing, All Dancing, All Gaming, All Disney!

Roses Design Awards 2009:
Silver Award (Offline Promotion)
MCV Industry Awards 2009: 
Nominated (Marketing Innovation)

See also: Disney Ray of Light

Disney Interactive approached us to create an umbrella brand for their 2008 Christmas Campaign – uniting their key Christmas titles but also capable of being leveraged for the longer term.

In one of the most competitive markets at the most competitive time of year, they required a brand that would create real standout and add impact to an already stellar line-up (no mean feat!).

We needed a simple, catchy and memorable brand campaign that would play to their strength as the leading UK publisher of musical entertainment games, without excluding their broader product offer.

The answer: All Singing, All Dancing, All Gaming, All Disney!

A deceptively simple copy line unites the strong musical line up – including High School Musical 3 and Hannah Montana – with the common UK expression to mean ‘it has the lot’. This allows wider family games such as Disney Th!nk Fast to sit comfortably within the campaign.

Combined with a striking graphical treatment, our campaign creates real value for the long term – helping Disney Interactive own this valuable market position.

The campaign is truly integrated covering TV, cinema, experiential, press, online, in-store and trade marketing.