Every day at Walt Disney World Resort, magic isn’t just made—it’s captured, shared, and celebrated in ways only Disney can achieve. The marvel behind this magic is the award-winning “This Is Magic” campaign, which eloquently conveys the indescribable joy and wonder found in The Most Magical Place On Earth. The imaginative forces at Walt Disney World Marketing, Disney’s in-house creative agency Yellow Shoes, and agency partner Dentsu collaborated to create this stunning tribute to real moments of enchantment.
What began as an exploration of guest experiences and heartfelt letters transformed into a Silver Lion winner at the Cannes Lions Festival of Creativity. “Our inspiration came from reading guests letters, hearing from our cast, and witnessing magic in our parks,” shared Sivonne Davis, VP of Marketing Strategy at Walt Disney World. The campaign captures scenes that resonate deeply with Disney fans—whether it’s a child meeting their favorite character in Star Wars: Galaxy’s Edge, or families marveling at the Happily Ever After fireworks.
To ensure the authenticity of these magical moments, the team filmed 259 real guests, avoiding scripts and makeup. “There was no direction given to individuals and families,” explained Helen Pak, SVP of Creative – Marketing, Design and Content. “The cameras were documenting real magic as it happened.” The result? Over 30 hours of genuine footage distilled into 57 unforgettable moments that play out naturally, with no added voices, music, or effects.
Unveiled during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, the campaign reached both television and digital audiences. Disney’s massive social channels—like @disney and @starwars—amplified its message, allowing over 107 million people to experience these magical moments through social media. This ambitious reach demonstrates the power of collaboration and the profound connection Disney has with its audience.
Filled with poignant narratives and cherished memories, the “This Is Magic” campaign has touched many hearts, including those of cast members like Davis herself. “I cry every time I see several of the family stories, thinking of my own cherished moments with my mom here,” Davis admitted. The campaign is not just a celebration of guests but also a tribute to Disney’s dedicated cast members who create the magic every day.
What are your thoughts on the “This Is Magic” campaign? Share your magical experiences and join the conversation in the comments below. And don’t forget to share this story with friends and family who hold Disney close to their hearts.
Source: The Walt Disney Company
