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Disney - St Pancras Station Christmas tree

Disney - St Pancras Station Christmas tree

Disney - St Pancras Station Christmas tree

The Brief

We brought some very special Disney magic to St Pancras station for Christmas 2015, to promote the Disney Junior TV channel. Disney wanted to bring its brand values - fun and excitement – to a real-world setting. St Pancras was the ideal location, capturing the imaginations of millions of visitors and passengers on their way to Disneyland Paris.

Key objective

  • To create a showstopping centrepiece promoting the Disney Junior TV Channel at Christmas time, encompassing the fun and magic of Disney.

The Solution

The solution was a unique idea dreamed up by BradleyDyer | Raw – a spectacular 14 metre high Christmas tree made of toys.

Working at the station over two nights, we constructed a complex aluminium frame covered with a fabric skirt, onto which 2,000 Disney character toys were attached. Being Disney, this tree had special magic powers - it was able to produce snow and Disney music to surprise and delight Christmas travellers as they passed by. The tree was unveiled on 14th November, at a live action event hosted by Alesha Dixon, who incidentally is the voice of 'Winded Winnie' in an episode of Disney Junior’s show Doc McStuffins.

"Fabulous!"

Bob Iger, CEO, The Walt Disney Company

The Results

This show-stopping installation attracted massive attention. Over 53 days it was seen by over 8 million people and the story was covered by national and regional press. 180,000 'likes' on Facebook and huge enthusiasm on Twitter proved its success with the public. Disney said "Fantastic job. Your positivity and problem solving is second to none. It will be a talking point for years to come." Or, in one word from Disney CEO Bob Iger: “Fabulous!” And the toys all went to good homes after Christmas; they were donated to the charity Kidz.