Disney on the Yard
Problem: The Walt Disney Company wanted to show that they are safe and inclusive place for people to show up as their true authentic selves. They wanted to highlight HBCU culture.
Insight: The yard is a physical and metaphorical place full of Black tradition. It is a sub-world in the Black college experience where we show off and where we gather. There, Black people are able to feel comfortable to be their authentic selves. We had a stroll off that featured local Black Greek Divine Nine chapters.
On my personal TikTok account, I create content to expose BIPOC to the advertising industry. I created multiple viral posts everyt time we executed the yard experience. TikToks were reposted by media pages and even celebrities creating exposure for the initiative.
Featured In Adweek’sV
Here was Drum Major Mickey Mouse’s debut to the public.
DOTY SWAG BAGS WITH INFO
Drum Major Mickey snapped his fingers and did his step to Lil Jon’s Snap Yo’ Fingers.
In our campus’s food hall, an ATL Black owned business called Cami Cakes supplied the sweet treats.
In Black Greek culture, the yard usually contains plot areas that hold a lot of significant meaning to our culutral roots.Today, they are symbolic of a Black organization’s presence and pride on campus as well as place to gather and commune.
The foundation of the Disney on the Yard plot and the bricks were used to pay homage to Black employees of The Walt Disney Company.
Associate Creative Director : Ariel Gagnon
Art Directors: Dèja Mays ( 2nd and 3rd time only AD ),
Francis Rutledge, & Antonia Bailey
Copy Writer: Hanai Garcia
CLICK TO GO TO THE NEXT ︎