Making a debut appearance across Europe, M&M’s Minis is launching into the French and UK markets by playing with perspective to show the brand is ‘big on fun’
Working in partnership with creative agency T&Pm, brand owner Mars Wrigley created a campaign which plays with scale across a range of disruptive media placements.
Each creative within the ‘Mini in size, big on fun’ campaign taps into the theme of playing with size perspective, from a UK TV commercial which shrinks as the viewer watches it, to OOH posters featuring miniature sports scenes.
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“The innovative approach of shrinking media space to highlight the unique, bite-sized nature of M&M’S Minis was both clever and impactful,” said M&M’S global experience ecosystem lead, Lily Akerman.
T&Pm creative director James Fernandes, described the campaign as a “great example of creative and media working together perfectly at every touch point.”
“When you actively look at media as your creative canvas, it can easily elevate your story telling,” he added.
The brand teamed up with miniature artist and photographer Petit Monde to create the outdoor posters, which tap into the Olympic spirit and have been launched across Paris to tie in with the summer of sport.
In London, a pop-up store marked the launch of the new line, which will be a permanent addition to Mars Wrigley’s UK offer.