The film studio needed to reintroduce Paddington Bear to family audiences while tapping into the heritage of the much-loved children’s character ahead of his film debut.
Premier created unprecedented film activation with The Paddington Trail, a series of 50 statues placed in key locations in London throughout November and December 2014. The campaign incorporated 50 brand sponsors, A-list celebrity ambassadors, partnerships with the NSPCC and a full digital strategy to deliver maximum engagement with the public. The result was StudioCanal’s most successful film release and the trail raised nearly £1m for the NSPCC.
A very integrated campaign – NSPCC money and ROI
Jackie Brock-Doyle, CSM
Deluxe Limited Edition Restaurant; Gabrielle Shaw for Lidl
The Airbnb Floating House; Hope&Glory for Airbnb
Bushmills Live; Smarts Communicate for Bushmills Irish Whiskey
The ‘Real’ Apple Store; Tin Man for Borough Market