Disney Makes Wishes Come True With ‘Drawn to You’ Campaign

Disney is making a child's wish come true, and it's showing us how. 

The Walt Disney Company has launched “Disney Week of Wishes,” a campaign that puts real Make-A-Wish stories in the spotlight. 

Created with Fallon, the campaign is marked by a hero spot directed by Goh Iromoto titled "Drawn to You."

The film draws from true experiences, following how a child’s idea evolves from a simple drawing into a fully realized wish.

It reflects the official "Wish Discovery Phase," where kids express their dreams through play, conversation, and art.

This creative starting point became the narrative backbone of the campaign.

"We’re honoured that so many wish kids choose Disney," said Josh D’Amaro, CEO of Disney Parks, Experiences and Products.

"Our stories bring joy, hope, and inspiration to millions around the world, and that’s a privilege we take very seriously."

Ultimately, the effort is meant to reframe Disney's brand perception as more than an entertainment platform, and also as a partner in life-changing moments.

Where Wishes Come Alive

Central to the campaign is the story of EJ, a 16-year-old liver transplant recipient whose wish is to experience a “day in the life” of a Disney animator.

This wish was then fulfilled at Walt Disney Animation Studios, grounding the creative in his lived experience instead of dramatized and scripted storytelling.

“When a child falls in love with a Disney story, that connection can become a source of comfort, creativity, and hope,” said Joanna Balikian, senior VP, brand management, The Walt Disney Company.

And by focusing on real journeys, Disney builds emotional engagement without relying on character appearances or spectacle alone.

Instead, it's focusing on personal narratives that carry weight. 

The campaign is amplified beyond the hero film, with nearly 200 wish experiences activated across Disney’s global platforms during the week.

One standout is "Wishes Assemble" at Disneyland Resort, where close to 40 Make-A-Wish children take on the role of Avengers recruits in a custom-designed experience.

Notably, the event also features appearances from Anthony Mackie and Paul Bettany to get fans even more hyped up.

Other executions include wish kids performing in “Aladdin” on Broadway, announcing NFL draft picks on ESPN, and attending premieres like “The Mandalorian and Grogu.”

Each activation connects a child’s personal dream with Disney’s extensive ecosystem of characters, franchises, and live experiences.

This multi-platform approach shows how Disney integrates storytelling, live events, and media into a unified brand marketing strategy. 

Since partnering with Make-A-Wish 45 years ago, Disney has helped grant more than 175,000 wishes worldwide.

This establishes their relationship as one of the longest-running collaborations in brand history.

Disney’s Wish-Led Storytelling Push

Disney is showing us all how showcasing real human moments can create meaningful experiences with the audience and further deepen the connection with the brand: 

• Start with something real. Campaigns rooted in lived experiences feel more credible and resonate across different audiences.
• Authentic content performs better. Around 76% of marketers say authentic content outperforms highly produced content, proving that real stories can resonate more than scripted campaigns.
• Make stories tangible. A campaign can connect with the audience more when they see it plays out through events, content, and real-world moments.

Heartfelt stories have been the core of what Disney does since its inception. 

Last year, it celebrated 100 years with a holiday campaign that honored its legacy. 

Our Take: Can You Manufacture Meaning?

You can't fake something like this. You either have it, or you don’t.

The stories of Disney and its fans were already there, messy and personal, and the brand just steps in to give them shape.

It's a very different game compared to most campaigns that try to reverse-engineer feelings from a brief.

Over the years, the entertainment giant has built a machine where a child’s wish can move from a drawing to a park experience to a national broadcast, without losing its soul along the way.

And as seen in its latest initiative, it's very clearly paying off.

In other news, ESPN recently launched a campaign starring Shaquille O’Neal, Charles Barkley, Kenny Smith, and Ernie Johnson to push its "Inside the NBA" program. 

Brands pursuing ambitious creative need partners who are all in on their ideas. 

Take a look at these top creative agencies in our directory.