As 4A's Foundation MAIP fellows, my team and I were tasked with developing an insight-driven, emotional campaign that strengthens brand affinity and makes Hispanic families book a trip to create their own lifelong cherished memories at Walt Disney World.
Our campaign, “La Magia Has No Age,” celebrates the timelessness of Disney magic and the power of shared experiences across generations. At the heart of this idea lies a powerful intersection of truths:
Consumer truth: Family consensus drives action.
Company truth: Disney speaks to both the child and the inner child.
Cultural truth: Adults still carry dormant magic that can be awakened.
Our campaign was awarded 2nd place by the Disney Experiences team.
Manifesto
Social & Experiential
To keep the celebration going beyond Hispanic Heritage Month, we launched new merch like World Cup Camisetas for all ages and flag-themed Mickey Orejas for showcasing cultural pride. We also announced four Latin American parade dates.
This Facebook post launches La Familia Real, a centerpiece of the La Magia Has No Age campaign celebrating Latina/o leaders across generations. By honoring nominees from three age groups, the campaign shows that inspiration and leadership exist at every stage of life.
Commercials
Throughout our campaign, we’ve placed a strong emphasis on the inner child – highlighting how the Disney experience is most magical when shared with loved ones.
Our commercials carry that same emotional thread.
Our first commercial is told from the perspective of a young mother visiting Walt Disney World with her family for the first time since her daughter was born.
Our second commercial celebrates 103 years of magia.
It begins in the voice of a 60-year-old grandmother, reminiscing about the memories she’s created at Disney over the decades.
Toward the end, it shifts to the voice of her 7-year-old granddaughter, showing how the magic is passed down — generation to generation.
UGC Filter
We created custom Snapchat, TikTok and Instagram filters designed to inspire families to capture and share their own magical moments.
Each filter encourages users to complete the phrase “La Magia de _____” — a simple, interactive prompt that turns every story into a personal tribute to the magic each family member brings to Walt Disney World.
Copywriter: Jenni Ruiz-Medina | Art Director: Nora Sharaf | Producer: Lily Wong | Account Manager: Schott Jacobs | Strategists: Alva Nguyen, Marian Zhang and Yuk Yi Wong
