DISNEY
Disney EN
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Theory
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Case studies
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Task
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Download
Theoretical framework of the tool
Description of the tool:
The Disney Method is a creative thinking and planning technique developed based on Walt Disney’s approach to creating and implementing ideas. Its aim is to enable teams and individuals to look at a project from three key perspectives – as a dreamer, a doer and a critic. This method helps balance innovative ideas with feasible strategies and identify potential risks. The Disney method is based on the idea that it is important to consider multiple perspectives when creating and implementing ideas. Each of the three roles – dreamer (generating ideas without limits), implementer (practical planning of steps) and critic (analysing risks) – contributes to the balance between creativity and feasibility. This ensures that campaigns or projects are not only innovative, but also well planned and prepared for success.
Objective of the tool:
The aim of the method is to help create and implement innovative marketing campaigns with minimal risk, maximise the effectiveness of ideas and prevent mistakes.”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Step by step: instructions for using the tool
Prepare:
- whiteboard or large flipchart paper for writing down ideas,
- 45 – 60 minutes
- up to 8 people
Step 1: Dreamer’s role
Instructions: In the first step, all team members take on the role of a dreamer and think about the campaign without any restrictions or limitations. Every idea is accepted without criticism. The goal is to generate as many creative concepts and potential marketing moves as possible. These could be new forms of advertising, unusual messages or innovative channels.
Resources: Whiteboard or large flipchart paper for writing down ideas.
Step 2: The role of the implementer
Instructions: After completing the dreaming phase, participants move into the role of implementer. Here, they focus on specific steps and a plan that would enable them to implement the ideas from the dreaming phase. They look for answers to questions such as: What resources do we need? What steps do we need to take? What are the time frames and budgets?
Resources: Timeline, task table, planning tools (e.g. Asana, Trello).
Step 3: The role of the critic
Inštrukcie: Nakoniec sa tím posunie do úlohy kritika. The goal is to identify the weaknesses and risks of the campaign. Critics ask questions such as: What are the risks? What could go wrong? How would competitors react? This phase is important for identifying potential shortcomings and developing backup solutions.
Sources: Risk analysis, competitive analysis.
Tools and materials
List of necessary tools:
-
-
data-aria-posinset=’1‘ data-aria-level=“1”>Whiteboard or flipchart for brainstorming.
- Risk analysis document (e.g. SWOT analysis).
- Sources for competitive analysis (e.g., market research, databases with records of competitors’ campaigns).
Tips and tricks
Recommendations:
Make sure that each team member has a clearly defined role in each phase (dreamer, implementer, critic).
Remember to give each step enough space and time – skipping or neglecting one phase can reduce the effectiveness of the entire method.
Common mistakes:
Excessive criticism in the dreaming phase – brainstorming should be unrestricted.
Neglecting the criticism phase – can lead to overlooking risks or weaknesses.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Záver
The Disney Method is a versatile tool for creative teams and marketers that allows them to explore marketing ideas from multiple perspectives. Participants learn to combine creativity, realism and critical thinking, resulting in better-prepared campaigns with reduced risk. Users are encouraged to practise the method regularly in team workshops and gradually incorporate it into the planning of all major marketing projects.
Possible model situations as a tool to be used in practice
Case study: Coca-Cola: ‘Share a Coke’ campaign
Brand: Coca-Cola
Product/service: Coca-Cola and its ‘Share a Coke’ campaign
Campaign description: In 2011, Coca-Cola launched the ‘Share a Coke’ campaign, replacing the logo on its bottles with names. The aim was to personally engage consumers and increase their emotional connection with the brand.”335551620″:6,”335559738″:0,”335559739″:0}”>
Fig. Share a Coke campaign
Source: Marketing Mag
How the Disney method can be used in this campaign:
- Dreamer Phase: In this case, the creative team could come up with the idea of connecting consumers personally with the brand. At this stage, there are no limitations – the dreamer suggests that Coca-Cola could be a product that has personal meaning for every consumer. The idea of customising products with names is revolutionary and eye-catching.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
- Implementer phase: The team then moves on to practical planning, analysing available technologies and production options. It is necessary to assess whether it is possible to print names on labels on a large scale. The implementer also prepares different variants for global markets where the most popular names differ.false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
- Criticism phase: In this phase, the team identifies potential problems, such as the risk of outdated currencies, which could weaken the impact of the campaign. They also assess the possible reactions of consumers who cannot find their name and prepare a backup solution – the creation of customisable online labels to engage consumers whose names are not commonly available.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Nike: ’Dream Crazy” with Colin Kaepernick
Brand: Nike
Product/service: Nike brand image campaign
Campaign description: In 2018, Nike launched a controversial campaign called ‘Dream Crazy,’ featuring NFL player Colin Kaepernick, known for his protest against racial injustice. The theme of the campaign was the courage to dream and believe in your ideals, even if it means making sacrifices.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Play the campaign video:
How the Disney method can be used in this campaign:
Dreamer phase: The team comes up with an idea to promote the ideals of courage and personal integrity, which are core values of the brand. The dreamer focuses on creating a powerful message that motivates and inspires – don’t be afraid to go against the grain and stand up for your values, even if they are controversial.
Implementation phase: In this phase, logistical and financial possibilities are analysed. The implementer plans the campaign distribution strategy and evaluates the media channels where the message would resonate most strongly. The timing of the campaign is also considered to maximise its impact.
Criticism phase: Critics within the team analyse the risks associated with supporting a controversial person. They evaluate possible reactions from customers and competitors and prepare strategies to mitigate any negative impact. Despite the risks, the team recognises that their target audience has a strong affinity for authentic and powerful messages, so they decide to launch this potentially controversial campaign in the media.134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Airbnb: Belong Anywhere campaign
Brand:Airbnb
Product/service: Airbnb brand image campaign
Campaign description: In 2014, Airbnb launched the ‘Belong Anywhere’ campaign, which aimed to present Airbnb not only as a platform for renting accommodation, but as a community and a place for real experiences where travellers can feel ‘at home anywhere’.
Play the campaign video:
How the Disney method can be used in this campaign:
Dreamer phase: The creative team focuses on the idea that Airbnb can be a tool for discovering places through authentic experiences and connecting with local people. The dreamer supports the campaign idea with the main message ‘Belong Anywhere’ – wherever you are, you can feel at home.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Implementation Phase: The implementer develops a strategy for communicating the campaign on a global level. They explore how to convey the emotion of ‘home anywhere’ in advertisements, videos and photographs. They also plan to launch digital and social campaigns where local hosts share their authentic experiences.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Criticism phase: Critics analyse potential reactions to the campaign and assess whether it will be received equally positively in different cultural contexts. They also identify potential risks, such as complaints from traditional accommodation providers who have criticised Airbnb for putting them at a competitive disadvantage. The campaign is tailored to emphasise the community aspects that appealed to the target customers.false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Class assignment
Task instructions
BrandStarbucks
Product/service: New range of seasonal cold drinks with natural flavours, packaged in an environmentally friendly way (recyclable and sustainable packaging)
Campaign objective: Raise awareness of Starbucks’ environmental activities and attract environmentally conscious customers who appreciate natural flavours and sustainability. The campaign should emphasise the brand’s environmental responsibility and introduce customers to a new range of drinks as a refreshing alternative for the summer season.
Step 1: Working with the Disney method
Dreamer phase
- Design creative and interesting ways to highlight the ecological and natural elements of the new Starbucks product line. Be inspired by nature and the summer season, and imagine the emotions and feelings you want to evoke in customers.134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
- Focus on unlimited ideas such as interactive digital campaigns, in-store installations or community and influencer engagement.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Implementer Phase
- From the ideas in the dreaming phase, select those that can be realistically implemented and outline the steps necessary to achieve them.
- Prepare a campaign schedule, approximate budget and suggest the team needed to implement the campaign according to the marketing communication tools.
- Define what tools and partners will be needed, such as agencies, designers, online campaign
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fáza Kritika
- Focus on potential problems and risks. Could customers feel overwhelmed by green marketing? Will they be willing to pay more for eco-friendly products?:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
- Identify possible market reactions, analyse risks and propose preventive measures (e.g. clear communication of campaign values and environmental benefits of the product).
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Krok 2: Výstupy
Brief presentation of the campaign (max. 10 minutes):
- Present your campaign goal, creative ideas, implementation plan and risk analysis.
Written document (1–2 pages), which will include:
- Campaign objective and target group profile.
- Main ideas of the dreamer.
-
-
data-aria-posinset=‘4’ data-aria-level=‘1’>
Implementation plan (implementer).
- Critical comments and risk analysis (critic).
- Final campaign design.
Use the Disney method to create a campaign that effectively communicates Starbucks’ brand values and environmental efforts, appealing to eco-conscious customers during the summer season.
Miesto pre vypracovanie:
-
Theory
-
Case studies
-
Task
-
Download
Theoretical framework of the tool
Description of the tool:
The Disney Method is a creative thinking and planning technique developed based on Walt Disney’s approach to creating and implementing ideas. Its aim is to enable teams and individuals to look at a project from three key perspectives – as a dreamer, a doer and a critic. This method helps balance innovative ideas with feasible strategies and identify potential risks. The Disney method is based on the idea that it is important to consider multiple perspectives when creating and implementing ideas. Each of the three roles – dreamer (generating ideas without limits), implementer (practical planning of steps) and critic (analysing risks) – contributes to the balance between creativity and feasibility. This ensures that campaigns or projects are not only innovative, but also well planned and prepared for success.
Objective of the tool:
The aim of the method is to help create and implement innovative marketing campaigns with minimal risk, maximise the effectiveness of ideas and prevent mistakes.”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Step by step: instructions for using the tool
Prepare:
- whiteboard or large flipchart paper for writing down ideas,
- 45 – 60 minutes
- up to 8 people
Step 1: Dreamer’s role
Instructions: In the first step, all team members take on the role of a dreamer and think about the campaign without any restrictions or limitations. Every idea is accepted without criticism. The goal is to generate as many creative concepts and potential marketing moves as possible. These could be new forms of advertising, unusual messages or innovative channels.
Resources: Whiteboard or large flipchart paper for writing down ideas.
Step 2: The role of the implementer
Instructions: After completing the dreaming phase, participants move into the role of implementer. Here, they focus on specific steps and a plan that would enable them to implement the ideas from the dreaming phase. They look for answers to questions such as: What resources do we need? What steps do we need to take? What are the time frames and budgets?
Resources: Timeline, task table, planning tools (e.g. Asana, Trello).
Step 3: The role of the critic
Inštrukcie: Nakoniec sa tím posunie do úlohy kritika. The goal is to identify the weaknesses and risks of the campaign. Critics ask questions such as: What are the risks? What could go wrong? How would competitors react? This phase is important for identifying potential shortcomings and developing backup solutions.
Sources: Risk analysis, competitive analysis.
Tools and materials
List of necessary tools:
-
data-aria-posinset=’1‘ data-aria-level=“1”>Whiteboard or flipchart for brainstorming.
-
- Risk analysis document (e.g. SWOT analysis).
- Sources for competitive analysis (e.g., market research, databases with records of competitors’ campaigns).
Tips and tricks
Recommendations:
Make sure that each team member has a clearly defined role in each phase (dreamer, implementer, critic).
Remember to give each step enough space and time – skipping or neglecting one phase can reduce the effectiveness of the entire method.
Common mistakes:
Excessive criticism in the dreaming phase – brainstorming should be unrestricted.
Neglecting the criticism phase – can lead to overlooking risks or weaknesses.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Záver
The Disney Method is a versatile tool for creative teams and marketers that allows them to explore marketing ideas from multiple perspectives. Participants learn to combine creativity, realism and critical thinking, resulting in better-prepared campaigns with reduced risk. Users are encouraged to practise the method regularly in team workshops and gradually incorporate it into the planning of all major marketing projects.
Possible model situations as a tool to be used in practice
Case study: Coca-Cola: ‘Share a Coke’ campaign
Brand: Coca-Cola
Product/service: Coca-Cola and its ‘Share a Coke’ campaign
Campaign description: In 2011, Coca-Cola launched the ‘Share a Coke’ campaign, replacing the logo on its bottles with names. The aim was to personally engage consumers and increase their emotional connection with the brand.”335551620″:6,”335559738″:0,”335559739″:0}”>
Fig. Share a Coke campaign
Source: Marketing Mag
How the Disney method can be used in this campaign:
- Dreamer Phase: In this case, the creative team could come up with the idea of connecting consumers personally with the brand. At this stage, there are no limitations – the dreamer suggests that Coca-Cola could be a product that has personal meaning for every consumer. The idea of customising products with names is revolutionary and eye-catching.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
- Implementer phase: The team then moves on to practical planning, analysing available technologies and production options. It is necessary to assess whether it is possible to print names on labels on a large scale. The implementer also prepares different variants for global markets where the most popular names differ.false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
- Criticism phase: In this phase, the team identifies potential problems, such as the risk of outdated currencies, which could weaken the impact of the campaign. They also assess the possible reactions of consumers who cannot find their name and prepare a backup solution – the creation of customisable online labels to engage consumers whose names are not commonly available.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Nike: ’Dream Crazy” with Colin Kaepernick
Brand: Nike
Product/service: Nike brand image campaign
Campaign description: In 2018, Nike launched a controversial campaign called ‘Dream Crazy,’ featuring NFL player Colin Kaepernick, known for his protest against racial injustice. The theme of the campaign was the courage to dream and believe in your ideals, even if it means making sacrifices.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Play the campaign video:
How the Disney method can be used in this campaign:
Dreamer phase: The team comes up with an idea to promote the ideals of courage and personal integrity, which are core values of the brand. The dreamer focuses on creating a powerful message that motivates and inspires – don’t be afraid to go against the grain and stand up for your values, even if they are controversial.
Implementation phase: In this phase, logistical and financial possibilities are analysed. The implementer plans the campaign distribution strategy and evaluates the media channels where the message would resonate most strongly. The timing of the campaign is also considered to maximise its impact.
Criticism phase: Critics within the team analyse the risks associated with supporting a controversial person. They evaluate possible reactions from customers and competitors and prepare strategies to mitigate any negative impact. Despite the risks, the team recognises that their target audience has a strong affinity for authentic and powerful messages, so they decide to launch this potentially controversial campaign in the media.134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Airbnb: Belong Anywhere campaign
Brand:Airbnb
Product/service: Airbnb brand image campaign
Campaign description: In 2014, Airbnb launched the ‘Belong Anywhere’ campaign, which aimed to present Airbnb not only as a platform for renting accommodation, but as a community and a place for real experiences where travellers can feel ‘at home anywhere’.
Play the campaign video:
How the Disney method can be used in this campaign:
Dreamer phase: The creative team focuses on the idea that Airbnb can be a tool for discovering places through authentic experiences and connecting with local people. The dreamer supports the campaign idea with the main message ‘Belong Anywhere’ – wherever you are, you can feel at home.134233117″:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
Implementation Phase: The implementer develops a strategy for communicating the campaign on a global level. They explore how to convey the emotion of ‘home anywhere’ in advertisements, videos and photographs. They also plan to launch digital and social campaigns where local hosts share their authentic experiences.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Criticism phase: Critics analyse potential reactions to the campaign and assess whether it will be received equally positively in different cultural contexts. They also identify potential risks, such as complaints from traditional accommodation providers who have criticised Airbnb for putting them at a competitive disadvantage. The campaign is tailored to emphasise the community aspects that appealed to the target customers.false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
Class assignment
Task instructions
BrandStarbucks
Product/service: New range of seasonal cold drinks with natural flavours, packaged in an environmentally friendly way (recyclable and sustainable packaging)
Campaign objective: Raise awareness of Starbucks’ environmental activities and attract environmentally conscious customers who appreciate natural flavours and sustainability. The campaign should emphasise the brand’s environmental responsibility and introduce customers to a new range of drinks as a refreshing alternative for the summer season.
Step 1: Working with the Disney method
Dreamer phase
- Design creative and interesting ways to highlight the ecological and natural elements of the new Starbucks product line. Be inspired by nature and the summer season, and imagine the emotions and feelings you want to evoke in customers.134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}”>
- Focus on unlimited ideas such as interactive digital campaigns, in-store installations or community and influencer engagement.false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Implementer Phase
- From the ideas in the dreaming phase, select those that can be realistically implemented and outline the steps necessary to achieve them.
- Prepare a campaign schedule, approximate budget and suggest the team needed to implement the campaign according to the marketing communication tools.
- Define what tools and partners will be needed, such as agencies, designers, online campaign
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Fáza Kritika
- Focus on potential problems and risks. Could customers feel overwhelmed by green marketing? Will they be willing to pay more for eco-friendly products?:false,”134233118″:false,”335551550″:6,”335551620″:6,”335559738″:0,”335559739″:0}‘>
- Identify possible market reactions, analyse risks and propose preventive measures (e.g. clear communication of campaign values and environmental benefits of the product).
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Krok 2: Výstupy
Brief presentation of the campaign (max. 10 minutes):
- Present your campaign goal, creative ideas, implementation plan and risk analysis.
Written document (1–2 pages), which will include:
- Campaign objective and target group profile.
- Main ideas of the dreamer.
-
data-aria-posinset=‘4’ data-aria-level=‘1’>
-
Implementation plan (implementer).
- Critical comments and risk analysis (critic).
- Final campaign design.
Use the Disney method to create a campaign that effectively communicates Starbucks’ brand values and environmental efforts, appealing to eco-conscious customers during the summer season.