Universal Pictures: Sing!

Universal Pictures and Illumination Entertainment, an animation studio, launched a campaign in Spain to advertise its new movie, Sing.

Campaign details

Brand: Universal PicturesLead agency: m/SIXRegion: EMEA

Objectives

Universal Pictures and Illumination Entertainment, the animation studio behind the Despicable Me franchise, returned in winter 2016 with Sing, an uplifting and relatable animated movie about the power of music and dreams. Our mission was to successfully launch this new property, to dominate the challenging Christmas environment.

In a movie world dominated by franchises, we were launching a brand new property. That meant no pre-existing awareness on which to build. We were starting from scratch.

Our box office targets were ambitious, demanding that we break out...

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