THE CHALLENGE
Kids love music. But in a world where they know every lyric to Disney songs, how would our music-themed toy line and campaign stand out? 

THE BIG IDEA... THAT RHYMED
We decided to create the ultimate remix. Starting with a song. I wrote lyrics that blended 5 genres, represented 25 characters, and became the DNA of our campaign. Take a listen. It's a bop. 

We used the song lyrics as a springboard for the 360º marketing campaign that included packaging, ads, digital marketing, social, a live-streamed concert (thank you 2020), and retail feature. Oh, and an animated Music Video with 98 Million (yes, MILLION) Youtube views. 

We launched the product line along with the brand's first full-length album in partnership with Sony music. We tied creative in with the lyrics and music to create an eye-catching campaign. 

Retail partners including Walmart, Target, and Amazon were all in with us. They worked directly with our team to create custom launch tease pages to build excitement ahead of our debut. 

Then we worked together to create sponsored influencer content that brought in the storytelling of the campaign, including this adorable video from Melody's Treasure Box.