Universal + Illumination//The Grinch (2018)
Agency: Amazon
Roles: Creative Director
Teammates: Cameron Frantz (ACD, Universal team lead), Carissa Landis (ACD, art), Carrie Schaer (Producer), Kevin Snell (Motion Designer), and Travis Meidell (ACD, copy)

THE ASK

Promote the November 9, 2018 theatrical release of The Grinch while inspiring participation in the “Grinch for Good” Feeding America partnership.

THE IDEA

Yes, the Grinch stole Christmas but he learned from his mistakes and wants to give back. Through an out-of-home stunt, an Amazon.com landing page takeover, and branded boxes, we got people excited about the movie and educated them on how even the grinchiest hearts could grow by easily donating to Feeding America.

THE GRINCHMAS TREE AND TODAY SHOW INTERVIEW

Our 30-foot tall Grinchmas tree took over Rockefeller Center. It served both as the backdrop for a Today Show interview with the star and voice of the Grinch, Benedict Cumberbatch, and as a heartwarming interactive holiday experience for New Yorkers.

THE ON BOX / MOBILE SCAN EXPERIENCE

Nearly 10MM green Grinch boxes went into circulation starting early November 2018 and were distributed throughout the Christmas holiday. Through the Amazon app, customers could scan Max, the Grinch’s precious pup, to unlock exclusive footage, GIFs and details on donating to the “Grinch for Good” cause marketing initiative with Feeding America. This campaign was so popular, used boxes began popping up for sale on eBay.

THE AMAZON.COM HOME PAGE BANNER AND CUSTOM LANDING PAGE

One week before the opening of The Grinch, we launched this experience on the home page of Amazon.com: