Creating permission with ‘healthily ever after’
Tags: Entertainment; Campaign; Film Production; TV; Photography; Programming; PR
Disney approached the Bad Madam team and asked us to make them a film about how they help people be more healthy. The public perception of the theme-park, foot-long-hot-dog, sedentary-nature of the brand wasn’t going to help. But was also a long way from the true story inside the global entertainment giant. So we said yes. So long as they’d let us build the brand some authority first. The permission to speak and play in that arena. Something they could own. And wasn’t reaching for something disingenuous.
As a brand often criticised for its stance on healthy eating, we knew we had to take a different approach. One where we broadened healthy living beyond simply food. Because being healthy is so much more than just eating. So we brought in the Magic of Disney, and showed how it has fuelled play and imaginations for 90 years. Mary Poppins got kids flying kites; Ratatouille got kids cooking; Peter Pan got kids playing; Brave got girls climbing, Mickey helped kids want to ride bikes…the story goes on. So our creative took 90 years of Disney Magic and recreated pieces to show how each inspired kids and families to live ‘Healthily Ever After’ – an entirely ownable platform and the authority needed to then start to inspire further.
As with all things Magical, it grew. Starting as a singular web short, it became so successful it grew into six further episodic shorts for the Disney Channel to extend the story. Then it grew again, into a global TV ad that spent three months on-air. And again…as spots played in cinema, sponsorship bumpers appeared on Sky and it started playing on a loop in 10,000 Disney hotel rooms worldwide! Finally, it grew into the internet sensation it became – the most-watched Disney content ever on YouTube that wasn’t a studio trailer, and took fourth spot in the Top Ten most-watched pieces of content on YouTube in January…