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We Came to Play 3 Generations.png
We Came to Play 3 Generations.png

We Came to Play

Disney's Black guests are entitled to All the Magic and when it comes to vacations at Walt Disney World, they want the full experience. 

At Walt Disney World, we put Black joy on full display! Magic is no longer solely about believing in the imaginary, it's also about celebrating what's real and extraordinary. We Came to Play sets a new standard for inclusion and belonging by creating a platform for Black guests to see themselves, their culture, and their unique interests reflected.

I. Have. Arrived.

What does a full Disney vacation look like from the perspective of a young girl in a multi-generational Black family? It was important to depict the hero daughter's confidence walking into the Park – not only does she feel welcome, she feels as though she's always belonged there.

Flyer than Fly

We Came to Play brings a fresh attitude that's never been seen before in Disney campaigns because when Black guests travel, they do it in style. From Park outfits to Character interactions, Black guests show up and show out! Even grandma and grandpa will show up in their finest outfits and ride the latest attractions!

Digital OOH

We Came to Play's Digital OOH amplified the campaign's several promotions, encouraging our audience to win a visit Disney World so they could experience the magic for themselves.


by Andre Perry

Capturing the pure energy, swag, sass and fun of a Black family enjoying Walt Disney World

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