The huge Shanghai Disneyland theme park has recently expanded with the addition of Toy Story Land, an area dedicated to the Disney Pixar global blockbuster series.
To promote the opening, Angelini Design designed and produced a series of communication events that took over strategic locations in Shanghai with the joy and jolliness Woody’s team is known for.
The project is another feather in the agency’s cap within its ongoing collaboration with the Shanghai Disneyland Resort.
In this case, the operation focused on Shanghai Hongqiao’s International Airport, where passengers were greeted at the gate by illustrations of Rex’s Racer, Slinky Dog Spin and Woody’s Roundup at kiosks, automated check-in machines, and even on boarding passes – taking them on an imaginary journey in Toy Story’s magical atmosphere.
Project partner China Eastern Airlines even fully customized an aircraft for the occasion: the outside of the airplane was wrapped with high-impact graphics featuring a huge Buzz Lightyear, while the interiors were decorated with illustrations of Toy Story characters on the roof, headrests, overhead compartments and seats.
Shanghai’s subway line 11 was also customized with fun, oversize images, to create an immersive experience for kids and adults. Trains and stations all over the city became unexpected opportunities to communicate Disney’s signature joy, celebrating the opening of Toy Story Land.
Angelini Design also created all the communication materials used to promote the opening, organized by Disneyland Shanghai. Invites, envelopes, press kits and badges in bright colors and featuring the main characters of the movie were especially designed for visitors of the theme park and members of the press who were invited to the opening.
Throughout the project, Angelini Design weaved an immersive storytelling meant to take Disneyland Shanghai’s visitors into an atmosphere of fun and magic, turning real life into the set of another incredible Disney Pixar adventure.