Big things come in small packages
M&M’S Minis arrive in Europe just in time for the summer of sport.
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For the very first time, Mars Wrigley is bringing M&M’S Minis to markets across Europe.
So, for the launch, instead of thinking big, Mars Wrigley and agency partners T&Pm knew they had to think small, with their campaign ‘Mini in size, big on fun’.
The campaign plays with scale through a variety of disruptive media choices. From a TV commercial that shrinks before your very eyes, to outdoor posters that feature sports in miniature, every media placement reflects the theme of big to small.
This playful manipulation of media formats cleverly highlights the small-in-size nature of M&M'S Minis, while also amplifying the big-on-fun attitude of M&M’S.
Credits
powered by
- Agency T&Pm/London
- Production Company HouseSpecial
- Director Kirk Kelley
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Credits
powered by
- Agency T&Pm/London
- Production Company HouseSpecial
- Director Kirk Kelley
- Audio Post Creative Outpost
- Music Company Walker
- Creative Director James Fernandes
- Creative Andrea Rambert
- Creative Fred Barber
- Producer Dillon Palmer
- Producer Georgia Evert
- Designer Ralph Pedersen
- Executive Producer Julie Ragland
- Head of Production Zilpha Yost
- Producer Joelle Spencer
- Editor Cam Williams
- Animator Chris Ohlgren
- Head of Production Caroline McNulty
- Producer Caroline McNally-Smith
- Sound Engineer Tom Lane
- Producer George Blomiley
Credits
powered by
- Agency T&Pm/London
- Production Company HouseSpecial
- Director Kirk Kelley
- Audio Post Creative Outpost
- Music Company Walker
- Creative Director James Fernandes
- Creative Andrea Rambert
- Creative Fred Barber
- Producer Dillon Palmer
- Producer Georgia Evert
- Designer Ralph Pedersen
- Executive Producer Julie Ragland
- Head of Production Zilpha Yost
- Producer Joelle Spencer
- Editor Cam Williams
- Animator Chris Ohlgren
- Head of Production Caroline McNulty
- Producer Caroline McNally-Smith
- Sound Engineer Tom Lane
- Producer George Blomiley
Lily Akerman, Global M&M’S Experience Ecosystem Lead, said: ‘The innovative approach of shrinking media space to highlight the unique, bite-sized nature of M&M’S Minis was both clever and impactful. We’re excited to see M&M’S Minis bring big smiles across Europe this summer.’
James Fernandes, Creative Director at T&Pm, said: ‘When you actively look at media as your creative canvas, it can easily elevate your story telling. This is a great example of creative and media working together perfectly at every touch point.’
The campaign also saw the brand team up with miniature artist and photographer Petit Monde to create the outdoor posters, which are being launched across Paris this July. The artist was briefed to create charming miniature athletes interacting with the M&M’S Minis, leading to engaging visuals across the city to tie in with the summer of sport.
The campaign is based on the insight that consumers are increasingly looking for small but indulgent treats that feel permissible.
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