WICKED: FOR GOOD

Wicked: For Good broke records and hearts to bring the story of Elphaba and Glinda to a grand finale. We strolled down the yellow brick road once more as we picked up the UK social campaign with social-first edits showcasing the incredible marketing stunts such as the Wicked Experience at Westfield, the Yellow Brick Lane Takeover and the Greggs Leciester Square store partnership, alongside cinema voxpops reactions from fans, cast-led competitions for the BBFC and red carpet games with talent. Our calendar strategy ensured we used a range of localised content and relatable clips to nourish feeds to further push awareness and group ticket sales, as well as filming live reels and stories content at the London premiere.

We also orchestrated a blue-screen London studio shoot with actress Karis Musongole, who plays young Elphaba. Intercut with pre-recorder US content with the young Nessa-Rose and Glinda, we filmed and executed content with US teams for Peacock Kids to promote the Wicked partnership line, including fashion, accessories and official toys and costumes, along with a UK-aligned Sainsbury's haul of toys and apparel. The social and CP campaigns generated millions of interactions and positive sentiment ahead of and during the release window, and we Couldn't Be Happier with the results.