Disney Channel Taiwan asks people to keep dreaming with an 'Everyday magic’ ad

The team at design studio JL Design explains that the creative concept is to never stop dreaming. Everyone grows up, but there will always be a desire to ‘keep the kid inside you and let your imagination fly'.

This campaign follows a bigger project which started two years ago and includes the more recent ‘Disney day' and ‘Playhouse' campaigns last year, which blurred the lines of reality by placing cartoon characters going about their daily lives in the real world.

This year, the Disney Channel is asking children to believe in themselves and follow their dreams.

The TV commercial brings together festivals like Children's Day, Mother's Day, Father's Day, Moon Festival, Christmas and New Year in an attempt to localise the US channel.

The uplifting soundtrack is a live recording by composer Wen Hsu, who is the music mastermind behind the Berlin International Film Festival movie ‘Au Revoir Taipei'.

Rita Chao, executive managung director of Walt Disney Television International Taiwan explains: "Comparatively speaking, Taiwanese consumers are quite open in trying and taking on new things, and that includes entertainment."

"Still, there are certain cultural and language gaps that foreign channels need to fill in order to resonate and develop emotional connections with the local audience. It’s an everyday challenge for all TV channels to strive for eyeballs and preferences from the audience," Chao added.

Credits:
Project Everyday magic
Client Walt Disney Television International, Taiwan
Creative agency JL Design
Creative director JL
Assistant director Kay Jan
Executive producer Angela Moo
Art directors JL, Tzu Shin Wang
Director of photography Shiyin Fu
Stylist Gwen
Project coordinator Shirley Yang
Head of production Chih Chung Tso
Designer & compositors Carol Wu, Utsuo Chen, Showy Lin
3D artists Chih Chung Tso, Waiting Chen, Gilbert Chu, Jason Yang
Music, lyrics & guitar Wen Hsu
Vox Waawaa
Bass Jay
Drums Weichung Lin
Recording engineer A-len
Exposure Television