Challenged to grow Disney’s national employee recruitment from 9% to 25% in less than a year, we rebranded the Walt Disney World College Program to appeal to a broader audience. An extreme departure from Disney’s traditional brand, the “Dream It Up” campaign featured an edgy Mickey Ear logo, hip faces, and proclaimed that Disney fit the personality and lifestyle of today’s students. Armed with posters, banners, bar cards, and brochures, 11 teams of recruiters piled into “Disney-fied” vans and road-tripped to 350 college campuses across the country. The recruiters spent 2 months spreading the message, enrolling students online, and exceeded the goal.