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The world's got talent

Christmas 2016 saw the release of SING, the first animated musical from Illumination, voiced by Mathew McConaughey and Reese Witherspoon. As the movie's high concept is that anyone can be a star, we wanted to find fun ways to give audiences the stage.


5 campaigns


15 global markets


Toolkit guidelines and assets


Choreographed creative

We created five different ways of bringing the SING characters to life, so that each market could choose the best fit. From influencers to stunts to DOOH, each idea was a tactical answer to the brief that could stand alone or work together as a show-stopping integrated campaign.


Superstar activation

By providing comprehensive toolkits, along with artwork, AV and bespoke greenscreen apps, we made sure Universal partners across the world had everything they needed to activate, with their audience at the heart of the action.