Disney Classics EMEA Slot 2015

During my time at The Walt Disney Company, I was given the campaign brief for a 'Disney Classics' slot to be broadcast across the EMEA Disney Junior channels. The brief had come after an extensive analysis of how our target audiences were consuming media. We had found children between the ages of 4 - 10 were engaging more with content produced for older children. It was pivotal for the 'Disney Classics' slot that we take these changing trends into consideration and produce a more mature campaign while maintaining the brand values of the Disney Junior channel. I started the campaign plan by brainstorming with our creative team how we might best approach the brief and balancing more mature content with our channel guidelines. I went on to write a script for our first promo, featuring a short poem to go alongside our source material. Working with our creative agency, I produced a campaign that highlighted the brand value of Disney's classic films, while engaging our younger audiences with a more mature presentation. The slot went on to be the most successful for that month in our largest territories, Poland and Turkey. The campaign went on to be implemented on the Disney Channel (aimed at 11 - 15-year-olds), proving our audience analysis to be correct; that the bridge between younger demographics is becoming smaller as children are consuming more varied media.