Merry Grinchmas


Stellar were tasked with positioning and promoting the grumpiest Christmas release ever: Illumination Entertainment’s The Grinch, starring Benedict Cumberbatch. 


Promo content for digital OOH



Interactive media drive to social


25 locations


Defining Grinchness

This new iteration of everyone’s favourite thief from the makers of Despicable Me is rebellious and mischievous, cantankerous and even a bit camp.

From this platform we developed an integrated global creative expression that took the traditional trappings of Christmas, and Grinched them for millennials.


Tis the season to be Grinchy

The resulting integrated campaign stretched across the world. In a first for concession partnerships, we dyed their popcorn green. And added mischievous flavours like Matcha Mischief and Wicked Wasabi.

Shopping centre DOOH promoted a Snow Globe experience. Brave shoppers could cuddle up to the cantankerous Grinch amid a flurry of the festive white stuff for social UGC.


Meh-ry Grinchmas Lights

And as an alternative to the obligatory festive illuminations, we created a rebellious lights display with the Grinch stealing across city streets just in time for Christmas.