Big things come in small packages

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.

Mars – Big Things Come In Small Packages

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Agency T&Pm/London
Production Company HouseSpecial
Director Kirk Kelley

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Credits

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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

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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.