This new campaign for Disneyland Paris appeals to parents through that age-old warning: "They grow up so fast." This first of the spots, by BETC Paris, focuses on eight to 13 year olds, on the cusp of teenager-dom, who are still kids but not for much longer, encouraging parents to share the magic of Disney with them while they still can. A second spot features three to seven year old children and the kinds of cute questions they typically ask (like "are toys' alive?"), appealing to parents to feed their imaginations. They were directed by Martin Hodara via Bandits.
The campaign was created folowing a study carried out by Disneyland and BETC that revealed that many families postpone their visits to the park, but certain key moments in the rhythm of family life trigger their decision to act. These key moments coincide with major milestones in the lives of their children, in particular when they graduate from one age bracket to the next. In a statement, the agency says: "The creative challenge was therefore to confront parents faced with this evidence that their children are growing up fast, but in the most sensitive, sympathetic, intimate and genuine way, using tact and subtlety to avoid "antagonising" the families."