Our friends over at Walt Disney Television International / Disney Channel Taiwan have just released Everyday Magic, a new brand campaign comprised of a series of five new idents, as well as a new main channel ident.
This brand assignment is the final stage of transformation from the 2007 My World campaign and 2008 Our World campaign, led client-side by Disney Taiwan GM Rita Chao and Disney EP Stanley Li Tsai, developed and produced by Taiwan-based JL Design.
The series of idents, part of Disney Channels Taiwan’s localization effort, started with My World (2007) that showcased interaction between Disney Channel characters and local kids. After building up the awareness of tent pole characters, Our World (2008) in the following year took the approach of drawing a thin line between imagination and reality by illustrating local kids with Disney Channel characters in 3D going about their daily lives in the real world.
The 2010 Everyday Magic campaign explores “a worldview children hold that emphasizes a place where imagination runs wild and dreams come true. Everyday situations are presented in playful, surprising ways as how a child would imagine them to be.”