DISNEY STUDIOS’
THE LITTLE MERMAID
I was asked to lead a creative team in creating a full social campaign to promote the film, Disney’s The Little Mermaid across APAC.
THE ASK
Older generations of Disney fans still find it hard to accept that Princess Ariel does not have the iconic red hair and is a person of colour.
THE PROBLEM
Get audiences in Southeast Asia engaging about The Little Mermaid by positioning it as a brand new, reimagined version of the well-loved classic, by creating relevance with modern audiences by playing up elements of adventure, self-discovery and love.
THE STRATEGY
How powerful can a voice be? Just as Ariel’s voice is rising progressively towards the highest tone, it represents her rising out of her circumstances and towards her independence. Our voice will be Ariel’s voice described through vocal range– the measurement of distance between the lowest note and the highest note a person can sing.
(ALTO) Deep-Sea Curiosity - Imagine living your whole life under the depths of the sea with little knowledge about another world beyond the surface. Our voice is Ariel when she is eager for answers about these whozits and whatzits galore. Her inquisitive wonder and pure innocence towards a truly unknown world.
(MEZZO SOPRANO)Strong Independence -Ariel doesn’t consider herself a child anymore and certainly doesn’t like being treated as one. She’s outgrowing her fins and her father’s overprotectiveness. Our voice is inspired by Ariel’s free-spirited personality. Defiant against restraints and with determination to rise against the current.
(SOPRANO) Wonderful Astonishment - Ariel’s done it. She’s finally human. She’s finally free of her father. She can finally breathe. A true form of happiness that cannot be heard, only felt. Our voice is the elevated state of euphoria that Ariel is feeling on the inside. It is her inner voice of an adventurous exhilaration, and her awestruck reaction up here in this magical and musical human world.