ROALD DAHL: CELEBRATING 30 YEARS OF MATILDA
How to make the iconic children’s character relevant to a modern audience?
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.
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