Smokers are more aware than ever of the health risks. They’re surrounded by graphic warnings that only work to reinforce the sense of guilt commonly associated with addiction.
What’s often lacking is a touch of empathy – a reminder that most smokers don’t smoke by choice, they simply find quitting close to impossible. But they all have a reason to quit.
TRON Lightcycle / Run was a strategic move to create a highly immersive, innovative experience that aligned with Disney’s broader goal of staying at the forefront of theme park technology.
Through a carefully crafted mix of anticipation-building, exclusive content, social media engagement, and cross-promotion, we were able to generate significant buzz before and after the attraction’s opening. Positioned as a futuristic, tech-driven, and visually spectacular thrill ride, TRON Lightcycle / Run was a key part of Magic Kingdom’s brand evolution and its commitment to delivering world-class, cutting-edge experiences for guests.
The Grid has no limits, so why should we?
>◎//: LIMIT: NOT FOUND_
Memory-building is at the heart of the Disney experience, and for Hispanic families, it’s even more profound. Families come to Disney with the desire to create precious memories, and being intentional about those moments in such a special place makes them all the more impactful.
With the launch of our first-ever dedicated Hispanic Brand campaign running in the USA and LATAM, we set out to strengthen this emotional connection and remind the Hispanic audience that at Walt Disney World, even the smallest moments can be turned into Pura Magia— pure magic.
Since Walt Disney first brought animators and beloved characters to visit hospitalized children, Disney stories have offered a powerful source of hope, joy, and comfort for young patients facing challenging times.
In 2018, Disney made a bold commitment of $100 million to reimagine the hospital experience for children, working with medical experts and designers to create magical, meaningful experiences that ease the fear and anxiety of being in the hospital. Since then, Disney has touched the lives of children in over 1,300 hospitals across 45 countries, bringing light and love to families during some of their most difficult moments.
For over 90 years, Disney has been more than just entertainment—it has been a source of inspiration and comfort to families in need, creating lasting memories and brightening the lives of children when they need it most.
Turning a scene into a partnership. This Is The Way.
The Magic of Being an Annual Passholder
The Annual Passholder Program at Walt Disney World transforms the way guests experience the resort. It turns Disney from a once-in-a-lifetime visit into an ongoing adventure, providing value, flexibility, and exclusive perks that make it easier to enjoy all that Walt Disney World has to offer. Whether you're a local who wants to visit regularly or someone who wants to immerse yourself in Disney magic throughout the year, there’s a unique sense of ownership and connection that comes with being a passholder.
"That’s My Magic" was our way to elevate the unique magic of being an Annual Passholder through the magic of Disney animation. By showcasing the personal, emotional, and intimate moments that passholders experience, the campaign highlights the sense of community and the everlasting magic that lives in every visit.
Whether it's celebrating milestones with loved ones, reliving cherished childhood memories, or creating new traditions, by focusing on the heartfelt stories of real passholders, we make the magic of Walt Disney World even more meaningful and memorable for those who call the parks their second home.
At Cox Communications, we know cable and internet providers don’t always get the best rap. So, when we realized customers weren’t aware of all the service improvements we’ve made, we decided it was time for a change.
Through playful ads, we highlight how Cox’s customer-first approach is giving you more time for what truly matters—whether that’s not missing your favorite show, practicing ‘uninterrupted’ yoga, or finally taking up that hobby you’ve been putting off (yes, shrubbing is cool).
By eliminating the usual frustrations of poor service, Cox lets you focus on the things you love—without the interruptions.
For the 50th anniversary of Walt Disney World, we were given the exciting challenge of crafting a bespoke streaming and social campaign to invite our Hispanic audience to join in this once-in-a-lifetime celebration.
For the Hispanic community, language is a powerful bond, and Spanish holds a special place in our hearts. The word "Grandioso"— magnificent— is synonymous with breathtaking and unforgettable moments. The 50th Anniversary of Walt Disney World was nothing short of grandioso. But we knew it could be even more.
That's why we transformed Grandioso into Grandio50, a campaign that speaks directly to the essence of the Hispanic experience. We created content rooted in deep cultural insights, bringing real Hispanic Disney fans to the forefront, celebrating their stories, their connection to the magic, and their pride in being part of this monumental celebration.
The relaunch of the Annual Passholder program was all about celebrating loyalty, deepening connections, and welcoming our passholders back home with a little extra Disney magic.
A Fresh, Nostalgic Identity
We kicked off with a redesign of the program’s branding, blending beloved elements from Disney’s past with a forward-looking vision to create something timeless and exciting.
Enhancing the Passholder Magnet
We elevated the iconic Passholder Magnet by introducing new, never-before-seen characters, paired with an Augmented Reality (AR) feature for a fun surprise and delight moment.
Building Community with Social Media
To strengthen our bond with passholders, we launched the Annual Passholder Instagram account—a dedicated space for fans to connect, share experiences, and celebrate their Disney fandom.
Surprising Passholders at Home
To keep the magic alive even when they weren’t in the parks, we sent personalized Direct Mail surprises, bringing a little piece of Disney directly to their doorstep.
The MLB Extra Innings sports package from Cox allows you to watch every single baseball game from the comfort of your home.
To get fans excited about just how many games they could actually watch, we created an oversized self-mailer and scratch-off poster, that gives baseball fans access to the full season schedule.
The story of the pride a first job brings to a young man. And his parents.
Most smokers understand the cost of smoking to their health. But few realize the cost to their wallet.
BYO voice, vision, bravery, boldness, and brilliance to the 3% Conference.
Five icons designed for the 3% Conference– each keyword connected to a symbol, which we turned into wearable pins and patches. Designed by women, for women to wear proudly.
designers | Patricia Witt / Mo Hy / Michele Morales
A rally cry to 27 million Latinos narrated by Emmy Award-winning actor Jimmy Smits.
How do you recognize your biggest client winning Marketer of the Year at Cannes? With 50 packs of Large McDonald's French Fries and a confused drive-thru cashier of course.
Most smokers in Florida are from low-income households where every dollar is stretched as far as it can go.
To open their eyes to the actual cost of smoking, we replaced the price of items in this store with the price in cigarettes.
And captured their reactions with hidden cameras.
Because staying close is always the best medicine.
