The big Christmas release of 2016 was the first animated musical from Illumination, with Mathew McConaughy, Reese Witherspoon and Scarlett Johansson. Even a feature with such a well-known voice cast would need to work hard to earn global awareness for their brand new characters.
We created five different experiences bringing the SING characters to life for local distributors to choose which best fit their markets. From influencers to stunts to DOOH, each idea was a tactical answer to the brief that could stand alone or be used as part of a campaign.
By providing comprehensive toolkits, along with all artwork, AV assets and a bespoke greenscreen app, we made sure Universal partners across the world had everything they needed to activate, with their audience at the heart of the action.