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DISNEY INICIATES DARING CAMPAIGN

Teaming with the famous photographer Annie Leibovitz in order to promote Disneyland and the Year of a Million Dreams, Disney is launching a daring marketing campaign this coming March

In the March issues of American publications such as Vogue, Vanity Fair, W, GQ and The New Yorker, a series of special advertisements will premiere featuring Disney’s most famous characters. Annie Leibovitz, photographer, called some friends and hired celebrities to be wearing special Disney costumes in elaborate photos worth millions. She stated that practically everyone who participated in the campaign was moved as well as she was: after all, these characters have always been part of everybody’s lives ever since childhood.

The first super star to sign the contract was Scarlett Johansson (Girl with a Pearl Earring, The Prestige, and two Woody Allen movies, Match Point and Scoop). She appears as Cinderella in the famous staircase scene as she runs away from the ball and loses her glass slipper. The scenario was the stairs of The Soldiers` and Sailors` Monument in New York, with the castle virtually applied in the background; her “slippers” were designed by Steuben and the 325-million-dollar jewels tiara by Harry Winston.

The Alice in Woderland scene, The Mad Tea Party, features the singer/actress Beyoncé Knowles (Dreamgirls) with singer/actor Lyle Loyett as the March Hare and Oliver Platt as the Mad Hatter. This photo was produced in a rural area owned by Leibovitz in the state of New York, with the heavy cups brought from Disneyland.

The other very personal choice made by Leibovitz was the soccer star (now an American import) David Beckham (photo) as Sleeping Beauty’s Prince Phillip. The photo was taken at a lake near Madrid, where he used to play for Real Madrid. The castle in the background “came” from Disneyland Paris. In the picture, Beckham plays Prince Charming atop his trusted steed fighting the evil dragon, a scene that not every metrosexual would be able to do! Anyway, this has been the work that his children Brooklyn, 7, Romeo, 4, and Cruz, almost 2, liked the best.

The next series of photos will include Peter Pan and Tinkerbell and the Little Mermaid. This huge investment aims at extending visibility for the Year of a Million Dreams campaign, with worldwide donations. The first initiative was to donate US million to the Make-A-Wish Foundation which takes care of children with life-threatening medical conditions. Beyoncé has also donated her fee to the institution. Now, Beckham chose UNICEF, while Scarlett chose to donate her fee to the victims of Katrina in New Orleans, where she shot A Love Story for Bobby Long in 2004.