Challenge: For 2017’s Epcot International Food & Wine Festival, Disney needed to create excitement for their signature event through both owned and paid media. With access to only existing assets from 2007’s hit movie Ratatouille, all the visuals would need to creatively use Disney’s existing IP in new ways.
Solution: Together with Disney, we came up with The Magical Taste Tour, a fun and exciting campaign consisting of animated and static display ads, out of home, pre-roll and social media assets. Each ad would pair Remy, the star of the movie, with a well-known landmark from around the world, crafted from food native to the region. We partnered with a CGI firm to model 3D versions of the concept art we created for each icon, including the Eiffel Tower made from cheese, the Leaning Tower of Pisa made from cakes and a Torii gate made from sashimi.
For the animated ads, we scoured the original film and toolkit for every potentially usable segment with Remy. After identifying those animations, we created animatics showing how Remy could interact with each food icon. We then brought the animatics to life, seamlessly using both existing movie footage that was isolated, alongside a chef's hat that had to be added on, and new food icon animations. After the video animations were complete, we turned the animations into hybrid video/HTML5 display ads, as well as pre-roll content and social media videos.
Results: While official attendance records aren't shared, the first two social media videos cumulatively have over a million views, 16,000 reactions and nearly 3,500 shares.
Agency: Bailey Lauerman
Role: Associate Creative Director, Head of Digital
Role: Associate Creative Director, Head of Digital
