WORLD PRINCESS WEEK
GLOBAL CAMPAIGN
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Brief: In 2021, Disney Princess launched the Ultimate Princess Celebration, an 18 month, multi-tactic campaign anchored in Courage & Kindness. As a key beat of that campaign, we were tasked with creating an anchor tactic that was digital first, globally applicable, and drove audiences to retail.
Our team changed the conversation around “princess” from passivity to a brave action anyone can take. Each day of World Princess Week marked a new episode of The Courage & Kindness Club that touched on important life lessons like celebrating differences and embracing your curiosity. To help illustrate each lesson, we created printable crafts, recipes and games, and partnered with Disney Publishing Worldwide to create additional coloring and activity sheets that were bound and shipped to public libraries and children’s hospitals around the country. We were the first Disney team to hire ASL actors and include closed captioning as the standard for our videos to make the content more inclusive. Additionally we partnered with Hasbro to reveal the 4 ft. Ultimate Princess Celebration Castle on Zillow.
