BRAND EXPERIENCE

Wonder Of Friendship

THE PROJECT

Background

2023 marked Disney’s 100th anniversary. As part of their year-long celebration, Disney wanted to give Gen Z a fresh and meaningful way to connect – both with each other and with Disney as a brand. And so, we created an ultra-personalisable, hyper-immersive ticketed Gen Z pop-up event that toured four of Europe’s coolest cities.

THE CHALLENGE

Challenge

We were tasked with creating an immersive IRL touring European event to resonate with Gen Z: the trendsetter generation hyper-connected virtually, but feeling disconnected in real life. We needed a theme for the event that would feel as relevant to Disney today as it did 100 years ago, something that could bring together contrasting franchises, characters, brand partners and Gen Z guests in a way that felt personal and meaningful…

OUR IDEA

Solution

From day one to year 100, Disney’s stories and characters have championed the importance of friendship. With this and our audience insight in mind, we created “Disney Wonder of Friendship” – a multi-sensorial pop-up event that enchanted groups of friends across London, Berlin, Paris, and Madrid. Leveraging Gen Z insights, trends and language we created a photo-perfect playground that cast Disney in a fresh neon light. Across 1000 sqm, guests ventured through 4 immersive zones – each inspired by a Disney franchise best-loved by this generation. From an underground warehouse in London to a festival tent in Madrid, we transported friend groups through 360 sights, sounds and scents while custom-built physical installations enhanced with bespoke Snapchat overlays challenged guests to dance, sing, play, explore and connect with each other.