PROJECT: DISNEY DREAM PORTRAIT SERIES BY ANNIE LEIBOVITZ, PART OF THE YEAR OF A MILLION DREAMS NATIONAL CAMPAIGN

Awards:

Client: Disney Parks
Client: brand storyteller, content strategist, project lead copywriter, researcher
Team: Trish Dacumos, Lisa Day, Dina Hardy, Andrea Heikens, Paula Hoppe, Casey Klebba, Huntz Liu, Allison Mills, and Liza Quiles
Audience: First-time Disney vacation planners. Disneyphiles.
Objective: Provide exclusive online content to showcase collaboration between Disney and Annie Liebowitz. Promote national campaign, products, and vacations at Disney Parks.
Challenges:  Deadlines. Creating and providing copy with time for internal Disney brand, business, & legal approvals, plus external approval from Annie Leibovitz's team.
Results: Very minimal revisions from internal reviews. No revisions from external reviews. All deadlines met. Two industry awards. Campaign extended another year. After the first 10 images were web-only, the series expanded to print, and continued for 7 years. 

    Tags—project roles & focus: 
     adsaward-winning projectscontent management & strategyinteractive / gamesproject lead copywriterresearch


     

    I have been working with Dina on many projects and... 
    it has been crazy, but she has been and continues to be a valuable asset to the Disney Parks team.”
    —Liza Q, Project Manager


     

    The Story


    (AS BRIEF DESCRIPTION)

    See fantastic images from famed photographer Annie Leibowitz that capture the transformation of celebrities into classic Disney characters. Like these stars, discover how your childhood fantasies can come true while The Year of a Million Dreams continues through 2008! 

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    Where you’re the fairest of them all.

     

    Acclaimed actress Rachel Weisz portrays the first Disney Princess, Snow White. Wearing the familiar hairband and iconic dress, she captures fairy tale royalty naturally. Forest friends surround her to complete this soft, sylvan scene. As the Year of a Million Dreams continues through 2008, don your favorite flowing gown and let yourself be inspired by the magic of these four words: once upon a time.

    "Snow White and the Seven Dwarfs" was the first animated feature film to be produced by Walt Disney Studios. Visit the Walt Disney: One Man's Dream attraction in Walt Disney World Resort to learn more about this landmark film.

    Look for your happily ever after in Fantasyland, but don’t be tempted by the poison apple in Snow White’s Scary Adventures attraction.

    During The Year of a Million Dreams, come to Disney Parks and let Disney’s Fairy Tale Weddings and Honeymoons help you celebrate the love you have with your prince charming (or princess).

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    Where it all begins.

    Award-winning actress, singer and author Julie Andrews began her stage career at the age of two by playing a fairy. She reprises her role as an ethereal creature by portraying the beautiful Blue Fairy from Pinocchio. Floating on gossamer wings, she passes along her mystical wisdom to actress Abigail Breslin as Fira, a fairy-in-training. Childhood fantasies can become reality as the Year of a Million Dreams continues through 2008. What do you wish for when you see a star? 

    The Blue Fairy helped Pinocchio change from a toy to a real boy. Follow his transformation on Pinocchio’s Daring Journey in Disneyland Park.

    Receive a royal makeover at Bibbidi Bobbidi Boutique where Fairy Godmothers-in-Training—taught by the Fairy Godmother herself—run the salon. Now with two locations in Walt Disney World Resort. 

    Experience classic attractions and discover the excitement of new ones — like Finding Nemo Submarine Voyage and Monsters, Inc. Laugh Floor — that have been added to Walt Disney Parks as part of the Year of a Million Dreams. 

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    Where you’re always king of the court.

     

    Poised on the cliffs near the original King Arthur Castle at Tintage Castle in Cornwall, England, tennis champion Roger Federer portrays the gallant King Arthur. The roiling sea is witness to his strength and nobility as he pulls the sword from the anvil. Be the monarch of your family by planning a Disney vacation during the Year of a Million Dreams! 

    Challenge yourself to extract the magical sword Excalibur from the rock in the King Arthur Carrousel forecourt in Disneyland Resort.

    Don’t miss a more humorous take on Arthur’s Quest for the Holy Grail, as performed by the World Showcase Players in Epcot at Walt Disney World Resort.

    During the Year of a Million Dreams, test your mettle on such thrilling attractions as Space Mountain, Splash Mountain and Big Thunder Mountain Railroad.

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    Where a whole new world awaits.

    Jennifer Lopez portrays Princess Jasmine and Marc Anthony captures the character of Aladdin. Soaring above the mythical city of Agrabah, a magic carpet transports these two through the night where stars sparkle like jewels. What better time to discover, wonder by wonder, the romance and excitement of a Disney vacation than during the Year of a Million Dreams.

    Take off on a free-flying adventure on Soarin' Over California. Glide 40 feet in the air to see breathtaking aerial views that conclude with a kaleidoscope of fireworks illuminating the night sky above Sleeping Beauty Castle at Disneyland Park.

    For a romantic and enchanting evening at the theater, Cirque du Soleil–La Nouba promises to surprise, excite and mystify with a performance created exclusively for Walt Disney World Resort.

    Spa treatments are a perfect way to refresh your mind, body and spirit. Explore the options at luxury spas located at Walt Disney World Resort and Disneyland Resort—and book some time to escape.

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    Where you never have to grow up.

    Dance legend Mikhail Baryshnikov as Peter Pan settles upon an open bedroom window sill. Standing next to the billowing drapes, mesmerized by his arrival, is supermodel Gisele Bündchen as Wendy Darling. Actress/writer Tina Fey portrays the covetous pixie Tinker Bell. During the Year of a Million Dreams, rekindle your believe in Never Land and come to the place where you can be a pixie——or a pirate!

    Float over moonlit London on the attraction that traces Peter Pan’s Flight——but keep a look out for the vengeful pirate Captain Hook!

    Avast, mateys! Traverse treacherous waters guarded by the notorious Captain Jack Sparrow on the classic Pirates of the Caribbean attraction.

    Explore Pirate’s Lair on Tom Sawyer Island and take part in the battle between the most boisterous of mates. New adventures like this are waiting for you at Disneyland Resort during the Year of a Million Dreams!

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    Where dreams run free.

     

    Actress Jessica Biel portrays the enigmatic Native American maiden Pocahontas. Matching the grace and athleticism of the fawn that follows her, she sprints through an autumnal forest, as the mast of a mysterious English ship emerges from the horizon. What adventures will arise for you? As the Year of a Million Dreams continues through 2008, it’s only natural to let your imagination run wild.

    At Walt Disney World Resort, Pocahontas and Her Friends star in their own musical show that will inspire you to have a greater respect for the world around you.

    Environmental conservation takes center stage at Disney’s Animal Kingdom Park, where you can take a thrilling expedition on Kilimanjaro Safaris to see wild animals roam freely across the savannah.

    Dive deep to meet aquatic animals that come to life through amazing puppetry in Finding Nemo–The Musical, a new wave of entertainment added to Walt Disney World Resort, as part of the Year of a Million Dreams celebration.

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    Where your every wish is our command.

    Whoopi Goldberg emerges from a golden lamp's plume of smoke to portray the playful Genie from Disney's “Aladdin”. Mischievously, she tugs a corner of the magic carpet to guide it through the sky. With the power to transform "a diamond in the rough" into royalty, Genie can make dreams come true! As the Year of a Million Dreams continues through 2008, grab your chance to grant your family's wishes—plan a Disney vacation! 

    Come to the Hyperion Theater in Disney’s California Adventure Park and get swept away by the story of an orphaned boy who falls in love with a princess—and is turned into a prince—in Disney’s Aladdin–A Musical Spectacular.

    Is one of your wishes to witness a dazzling fireworks celebration? Granted! Wishes Nighttime Spectacular in Magic Kingdom Park will have you staring at the sky in awe. 

    During the Year of a Million Dreams, dress as a buccaneer or in a ball gown and join the fun at the Pirates and Princess Party at Walt Disney World Resort.