We developed a seasonal activation toolkit for M&M’s, connecting digital advertising, animated displays and theatrical POS through the build-up to Halloween.
The brief
The campaign needed to support more than one moment in the season. Our task was to give the brand a connected presence across the shopper journey, from early communications to the displays shoppers encountered in store.
Building the season
The work began in August with support for M&M’s Disneyland Paris partnership. As Halloween approached, the creative shifted towards seasonal treating and playful store theatre. The two phases gave the activation a progression while retaining the brand connection.
From screen to shelf
Digital advertising and animated six-sheets introduced the campaign in moving formats. Front-of-store and at- shelf POS translated the seasonal idea into the retail environment. The creative had to remain recognisable across these different scales and placements.
What we delivered
An activation toolkit brought both phases together, covering digital assets and the approach to theatrical POS throughout the store. It provided a shared creative reference for executions across the campaign, connecting the early partnership activity with the Halloween treating message.
