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Love is the movement.
I was introduced to this campaign by my good friends, Jed and Abs because they wear TWLOHA apparel and I got curious. What really caught my attention was their slogan "Love is the movement" and it got me into reading more about it.
For those living under a rock for the past year, allow me to introduce to you the RED campaign (started by Bono and Bobby Shriver), beginning with the RED Manifesto. Read on.
The Join Red campaign, I must say, is such a genius project in so many ways. It is a great marketing plan (a fact they self-proclaim) and at the same time they DO help. The manifesto says it all and bravo to them for making the manifesto honest and straight to the point.
It also helps that the simple designs are charming. I'm pretty sure GAP sales rose tremendously with their RED apparel line as almost everyone in the US has a shirt or two (exaggerating much, obviously). And I've been hoping that Apple would release a RED iPod Classic because although I adore the RED Nano (the old one, not the new square ones), the capacity just won't do it for me. Hopefully more companies would join the campaign as I'd like to feel less guilty every time I buy something nice.
Anyway, GAP is opening soon at the Shangri-La mall here in the Philippines and I sure hope they carry the RED apparel line (it would be pretty silly if they didn't). I want an INSPI(RED) tshirt... and that RED hoodie is just to die for.
If you are still confused or would like more information, visit their website Join Red. I'm not sure if it's just me, but the site usually takes a lot of time to load. Fret not for the site is worth it.
Introduction
(skip this part if you are aware of the campaign)
Disney Parks introduced their campaign "Year of a Million Dreams" last 2006. They extended it to 2007 and just recently, announced that they are extending it once again to 2008. This is a year-long campaign wherein Disneyland cast members pick guests at random each day and give them special rewards, from simple things such as fastpasses, to irreplaceable experiences such as a chance to stay overnight at the Cinderella Castle or have breakfast with all the Disney characters smack down in the middle of Main Street USA!
Take a look at these videos regarding the campaign (links at the bottom of this entry). The first is the official commercial. More visual imagery than info about the project. You can learn more about the project with the second and third video. The third link is just a link to the official website, but usually they have a video at the front page. If you're too lazy to open and watch them all, at least open the first one and tell me if you still don't believe in magic. :)
Cinderella Castle Suite The prize that almost everybody wants (including me, of course) is the overnight stay at the Cinderella Castle Suite. This room is just amazing. It's very huge, the beds are very beautiful, the draperies are so detailed and elegant, the ceiling on top of your bathtub is full of sparkling stars and everything is just perfect. What could scream 'Princess for a Day!" more than an overnight stay here?!
Dream Makers
In their website, you can view videos of different cast members talking about their most memorable wish-granting experience. Some stories would really touch your heart, like letting a little girl (who has been looking for Snow White the entire day) actually meet and walk down the streets with her favorite princess. Or like giving fast passes to a little boy who had to leave early because he had a plane to catch despite not yet having ridden his favorite ride. I just find it so amazing that these lucky people are paid to make people's dreams come true. They're paid to be fairy godmothers! I wish my future job would be as satisfying. ^^
Annie Leibovitz Photoshoot
To promote this campaign Disney hired famous photographer Annie Leibovitz to portray famous personalities as Disney characters. The original set included pictures of Scarlett Johansson as Cinderella, Beyonce as Alice from Alice in Wonderland and David Beckham as Prince Phillip from Sleeping Beauty. When the campaign was extended, two new photos were created, this time featuring Julie Andrews as the Blue Fairy from Pinocchio, Roger Federer as King Arthur and Rachel Weisz as Snow White. (Pictures shown above, click for a bigger resolution)
I love EVERYTHING about this photoshoot; the concept, the artists they chose, the photographer, the slogans, EVERYTHING! The one with David Beckham was really amazing, like, this is exactly how you'd imagine your prince to be! And Scarlett Johansson and Rachel Weisz make the best princesses. Unbelievable. They chose just the right people and everything is perfect.
I've always wanted to be a photographer (just for good fun, not really professionally) but because of my many other hobbies and interests, I don't get to pursue all my dreams. If I ever do though, the kind of pictures I'd take would have concepts similar to these. I want to make stories, fairytales and other abstract things into something that people can now see and become more real to them.
Going to Disneyland!
Experiencing the everyday magic at Disneyland in itself is already a dream come true for many -- for me too! Being able to walk inside castles, hearing the magical music, going inside colorful and happy shops... this is what my heaven is made of. When I heard about this campaign, I got so excited and now, I don't think I've ever wanted to visit Disneyland this bad!
The last time I visited the Disney Parks in the US was when I was still 8 years old (1996) and since then a lot of things have already been added. Also, since I was still young then, I couldn't remember everything anymore. The other Disneylands were great (Tokyo, Disney Sea, Hong Kong) but nothing compares to the one at Florida and Anaheim. I want to go there next year! I don't care if all I get are silver mouse caps. Heehee ^^. I want to stay at the park for 5 days straight (since I spent 2 days at HK Disneyland, whose size is a million times smaller than the ones at the US haha).
Just to be able to visit the two Disney Parks again would be a dream come true for me already. I wish we would be able to visit next summer, though those are not yet part of our family plans.
But I guess I just have to never stop dreaming! Like they say, you'll never know when someone decides to make your dreams come true!
Links
Million Dreams Commercial
Million Dreams Promotion
Disney ParksOfficial Website
Watch the videos and fall in love with magic.
I was introduced to this campaign by my good friends, Jed and Abs because they wear TWLOHA apparel and I got curious. What really caught my attention was their slogan "Love is the movement" and it got me into reading more about it.
