Share a Smile
Celebrating Mickey’s 90th anniversary.
The Walt Disney Company SEA (South East Asia) challenged us to create an exciting campaign for their local markets (Indonesia, Malaysia, Singapore and Thailand) to celebrate the world’s most famous mouse for his 2018 anniversary.
The key objectives were to make the anniversary prominent across all omni-channels (retail, online, social) and encourage customers (young adults as well as families) to create and share user-generated content, to celebrate their love for Mickey and dominate the conversation on social media.
From the initial creative proposals presented, Share A Smile was chosen. The idea delivered a retail branding headline design with additional in-store promotions and publicity angles.
Our inspiration focused on Mickey’s history and evolution of attributes and anatomy. The typeface and branding evoked boldness, fun and comedy whilst conveying Mickey’s values which include; hope, fun, happiness, goodwill, reliability, family and persona as being child-like, entertaining and mischievous.
Share a Smile was born and has grown to become one of the largest holistic campaigns Disney has rolled out across the SEA region.