In anticipation of Mickey’s (and Minnie’s) 90th Birthday in November of this year, Team Orchestra and Proximity have been working closely with Disney to develop an activation to get young adults across EMEA to celebrate and re-connect with these iconic characters. With everything kicking off this week from the 25th June and running for five months, the focus will be on Mickey Mouse as ‘The True Original’ and encourages the target audience to express their own originality through several creative challenges. At each stage the challenges will be encouraging the creation of User Generated Content, to then be shared using #Mickey90 to bring the whole campaign together.

The first phase has now launched using Facebook and Instagram tools encouraging audiences to showcase their creativity, uniqueness and love for Mickey and Minnie with lenses and stickers which can be overlaid on their photo creations.

  • With the Facebook Lens users can show their love for the characters by blowing kisses at the screen at which point Mickey and Minnie shaped balloons will flood the screen.
    • Try the lens for yourself by clicking here using a mobile device and the Facebook app.
  • Instagram GIFs – accessible through Instagram Stories under the GIF function, by typing Mickey90, there are a range of GIFs and Stickers of Mickey and Minnie to express different emotions using animation snippets from the famous heritage assets.

Across the next five months Disney will be working to collate the best of the generated content from each challenge to culminate in building together a bespoke video which celebrates everyone’s love for the characters on their big day!


About Author

Jemma Samuelson

Jemma joined OMD EMEA in 2017, and is currently the Senior Account Manager for Disney Channels and TWDC Franchise business. With a passion for travel and exploring new cultures, she takes great pleasure in aiding the deployment of ideas and activations which drive local market success across regions.

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