The One Show
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Category
Social Video / Over 15 Seconds
Annual ID
OS24_SM065M
About the Work
Walt Disney World has always been “the place where dreams come true.”
But although this famous line has been inviting and welcoming guests to the parks for almost 20 years, people around the world referred to it as “the most magical place on Earth.”
This massive emotional claim, borrowed from culture, became the new brand platform, and we were asked for a film that would prove it.
To reposition the park as the place people call the most magical on Earth, we turned the camera away from the set and characters and pointed it towards the people, offering a perspective the brand never dared to explore before. For the first time, we showed the moments people call magic. Those moments are endless, and one film was not enough.
In 10 days, with 250 first-time guests and no scripts in order to keep the magic real, we made 57 films. No whimsical music, no pixie dust, no visual effects, no celebrity voices and no other magic than the moment itself. Each one unique. Each one a different place and time. Each moment dictating its own length. Each one a new reason why people call it the most magical place on earth.
But although this famous line has been inviting and welcoming guests to the parks for almost 20 years, people around the world referred to it as “the most magical place on Earth.”
This massive emotional claim, borrowed from culture, became the new brand platform, and we were asked for a film that would prove it.
To reposition the park as the place people call the most magical on Earth, we turned the camera away from the set and characters and pointed it towards the people, offering a perspective the brand never dared to explore before. For the first time, we showed the moments people call magic. Those moments are endless, and one film was not enough.
In 10 days, with 250 first-time guests and no scripts in order to keep the magic real, we made 57 films. No whimsical music, no pixie dust, no visual effects, no celebrity voices and no other magic than the moment itself. Each one unique. Each one a different place and time. Each moment dictating its own length. Each one a new reason why people call it the most magical place on earth.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Chicago
Chief Creative Officer
Pedro Perez
Creative Director
Giovanni Muratori
John McCall
Director
Daniel Mercadante
Editor
Nadav Kurtz
Executive Creative Director
Kurt Fries
Executive Producer
Heather Richardson
Scott Howard
Tony Wallace
Group Creative Director
Andres Arlia
Sound Designer
Drew Weir
Assistant Editor
Kaeley Melaniphy
Chief Creative Officer, Dentsu Creative US & Hispanic LATAM
Rafael Rizuto
Chief Strategy Officer, West
Shawna Ross
Account Director
Lauren Prospect
Account Executive
Jane Benkelman
Account Manager
Katy Gidwani
Business Affairs Manager
Flossie Gillen
Casting Director
Isis Masoud
Lucy Locke
Chief Client Officer
Laurel Flatt
Director, Account & Project Management
Brian Mountain
Director, Creative
Dennis Chalifour
Director, Digital Media Strategy & Activation
Bjorn Edwards
Director, Marketing Strategy
Mary Beth Elias
Director, Production
Roger Petrusson
Director, Strategy, Planning & Integration
Alicia Herczeg
Editorial
Cutters
EVP, Global Marketing
Lisa Becket
Film Production
Park Pictures
Group Creative Strategic Planner
Jessica Rudis
Group Design Director
Zulema Orozco
Lead Artist
Alison Bloom
Brian Higgins
Line Producer
Drew Toresco
Mgr, Programmatic Activation
Gene Rapada
Robert Chan
Mgr, Social Activation
Eric Karn
Gui Teng
Kat Maurtua
Mgr, Strategy, Planning & Integration
Natalie Sims
Post Producer
Brittany Maddock
Project Manager
Megan Reilly
Senior Integrated Producer
Jack McRee
Senior Manager, Account Management
Tony Mourino
Senior Manager, Marketing Strategy
Heidell Baran
Jennifer Brunner
Sr. Marketing Strategy Manager
Mayra Queris
Sr. Mgr, Programmatic Activation
Lisa Meyer
Sr. Mgr, Strategy, Planning & Integration
Gwen Schaefer
SVP, Commercial Strategy
Scott Hudgins
SVP, Creative
Helen Pak
SVP, Customer Engagement
Ed Kim
VFX/Finishing/Color
Flavor
VP, Account & Project Management
Amy Foster
VP, Creative
Jim Real
VP, Global Content
Sally Conner
VP, Integrated Strategy
Lee Boshes
VP, Marketing Strategy
Sivonne Davis
VP, Strategy, Planning & Integration
Courtney Shamitko
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