Disney House Of Mouse - London

Disney partnered with MATTE to launch the new Mickey & Friends brand campaign, MIRL (Mickey In Real Life), through a series of events across the globe. The series kicked off in London and was intended to feel authentic to the Gen Z audience and introduce MIRL in a fun and immersive way. The Mickey & Friends ‘24 Campaign visually contextualizes our favorite animated characters in Gen Z’s day-to-day realities.

To bring this campaign to life we looked at how we could showcase the unique multidimensional character personalities and interests to deepen the storytelling and highlight relatable experiences that engage Gen Z. M&F House of Mouse is a pop-up social club with a mission: to bring creative minds together in a one-night-only celebration of artistic innovation filled with music, entertainment, and experiences you’ll want to capture. Music highlights include DJ Pee .Wee (AKA Anderson .Paak) as the headliner for the global event series and DJ battles with characters like Mickey and Donald who were brought to life. Other immersive areas included a game room, a creator studio, and a dance hall.

The Mickey & Friends House of Mouse event electrified London's creative scene, transforming the brand's iconic characters into a vibrant, Gen Z-centric experience that transcended traditional marketing. By ingeniously blending immersive entertainment, interactive design, and cutting-edge digital moments, the campaign not only celebrated the beloved characters but also reimagined them as dynamic, culturally relevant icons that resonate deeply with a new generation. The event's success—marked by abundant social media content, engaging touchpoints, and an innovative stage design—solidified MIRL as more than a campaign, but a cultural moment that bridges nostalgia and contemporary creativity.