Campaign details

Brand: Roald Dahl Story Company
Agency: Tin Man


"I'm right, you're wrong, I'm big, you're small and there's nothing you can do about it." Mr Wormwood. Matilda

It's this pivotal line from Mr Wormwood in the novel that spurs Matilda to use her powers to stand up to Miss Trunchbull and it also formed the basis of our campaign.

For the book's 30th anniversary and to modernise the character, we decided to channel this fighting spirit and pick Matilda a new battle - this time for 2018.

The nation chose Trump. We obliged.

Global press coverage. Wildfire on social. Matilda seen in a whole new light for 2018.

The Brief

Matilda; probably the most famous novel by the greatest storyteller of all time, Roald Dahl.

2018 was the novel's 30th anniversary and Roald Dahl Story Company (RDSC) wanted to create noise around the character. Not content with being a literary classic, however, the brief was to modernise the property and bring Matilda firmly into the current day.