The phrase “seeing red” means being angry, but it’s not the only colorful description of emotions – we can also feel blue (à la Sadness from Inside Out), and we can be tickled pink or be green with envy. In Disney and Pixar’s new animated movie Turning Red, 13-year-old Mei Lee (voiced by Rosalie Chiang) doesn’t just see red when she gets emotional; she literally turns into a giant red panda – and that inspired Mozilla to bring the colorful film to life within their Firefox browser.
According to Firefox Chief Marketing Officer Lindsey Shepard, this collaboration with Disney Pixar is the platform’s largest brand partnership to date and serves as a continuation of the overall Firefox strategy to offer a browser that people feel is personal. It’s just one of many ways Firefox is connecting with users, who she says, spans from “digital natives to Gen X.”
The collaboration with Turning Red also kicks off Mozilla’s “True Colors” campaign, a new initiative launching today exclusively in Firefox for desktop that’s designed to create online spaces where people can celebrate their authentic selves – or their true colors.
“We know the internet is better when there are more diverse voices — whether by creating movies like Turning Red, art, music, content, etc. — contributing to work that is reflective of the people who consume, share, and experience it,” Shepard said. “We believe that the more people who have access to tools like browsing the internet, sharing information, and distributing inclusive content, will ultimately build an even better internet that empowers people to be their most authentic selves and express their true colors.”
Turn Your Desktop Red, Green, Yellow, Purple, Blue, or Orange
From Feb. 15-April 30, 2022, U.S.-based Firefox users can activate the official Turning Red-inspired Colorways at truecolors.firefox.com. On the interactive landing page featuring original animations by illustrator Helen Li, they can customize their browser with colors and moods inspired by Turning Red characters, including “Vegging Out Green” for Miriam (voiced by Ava Morse), “Cheese Puff Yellow” for Priya (voiced by Maitreyi Ramakrishnan), “Bob-dot-com Purple” for Abby (voiced by Hyein Park), “Chillaxing Blue” for Mei’s high-strung mom Ming Lee (voiced by Sandra Oh), “That’s So Fine Orange” for Mei, and of course “Rawrrr! Red” for (who else?) the panda.
“Rather than simply logging on for a typical web surfing experience, [the interactive landing page] is another touchpoint of inspiration,” Shepard explains. “It’s an opportunity to relive favorite elements of the Turning Red film and to swap in new digital appearances based on your mood, the same way we might change outfits midday.”
Fans of the film are also invited to create interactive stickers to help them express their emotions while surfing the web and participate in a boy band name generator in honor of Mei’s favorite group, 4*Town (voiced by Disney superfan Jordan Fisher, Grayson Villanueva, Josh Levi, Topher Ngo, and Finneas).
Fun Fact: All three of 4*Town’s songs were written by Grammy-winning singer-songwriter siblings Billie Eilish and Finneas.
There’s even a “DO NOT PUSH” button (which everyone should absolutely push) that will display a magical “Poof” just like when Mei transforms into the panda.
Other campaign features include a link to articles inspired by Turning Red centered around the theme of helping kids manage big feelings and a special social media series with advice from popular influencers about how they express their true colors.
Who wants free Disney+?
Five hundred randomly selected winners will win a free month of Disney+ through a sweepstakes promoted in ads and social media channels (the sweepstakes runs from Feb. 15 to March 11, 2022). To enter, just click on the “Win Some Free Disney+” icon.
But that’s not all! An entirely new feature will launch in the Firefox for mobile experience with details announced in early March, so stay tuned for the latest news.
And of course, be sure to watch Turning Red when it debuts March 11, 2022, exclusively on Disney Plus.
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Let’s Hear From You!
What color represents your personality? Are you cool as a cucumber like Miriam? Are you mellow yellow like Priya? Do you have a red-hot and wild side like Mei? Or is there a different color that suits you best? Let us know what you think about this Disney-FireFox partnership? Leave your thoughts in the comments