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The Head-Scratcher

How to make the iconic children’s character relevant to a modern audience?

The Idea

We invited the public to reimagine how Matilda would be in her 30s. The nation spoke, resulting in a statue of her facing down Donald Trump in Roald Dahl's home town. 

 The Result 

Our creative content campaign was brought to life with a canny photo stunt which really captured the media’s imagination. 

  • The campaign went global – from the US to Australia to Afghanistan 

  • Following the campaign 65% of those polled said they would encourage their friends and family to read Matilda and a third felt Matilda was relevant for 2018

  • 100+ pieces of coverage in one day, including 19 UK nationals (print, online, broadcast) , broadcast pieces on Fox News and CNN and 15 consumer titles (including Unilad, Stylist, Huff Post) plus international coverage in America, Russia, Australia, Italy and Afghanistan

  • Matilda trended on Twitter with over 18,000 tweets in the space of a few hours

From the Heart…

What an amazing, heroic, effort team – incredible collaboration – and AMAZING results. Needless to say we are DELIGHTED with the coverage – thanks to all your wonderful team.

- Bernie Hall, marketing director, The Roald Dahl Story Company

"This is one of those campaigns which is so beautifully simple it's hard to imagine another idea ever being proposed"

- Creative Moment


Mandy Sharp