Mickey: The True Original Exhibition

To celebrate the 90th anniversary of Mickey Mouse, Disney launched a pop-up exhibit in New York City. The project, Mickey: The True Original Exhibition, was part museum part experiential event, and included new works by contemporary artists from around the world, as well as archival artwork, video, and product from the Disney vault. 

Leading up to its four-month run, we used organic social to help announce and then launch the exhibition. The undertaking involved profiling over 20 artists, curating user generated content, and doing live event coverage throughout the exhibition’s run. 

Over the course of just three months, Mickey: The True Original Exhibition gained over 300,000 followers on Instagram alone, with no paid media spend.