Universal: Sing-2gether with Global & Sing

Client: Universal

In January 2022, despite UK cinema being in ruder health than at any time during the pandemic, audience behaviour remained unpredictable. Sing 2 was the biggest animated release since cinema doors re-opened and expectations were high. Media had to work doubly hard for the launch to maximise the chances of delivering our commercial objectives.

Taking inspiration from our favourite singing characters, we dreamt up a hugely ambitious media campaign, with musical touchpoints at every turn.

We pushed the boundaries of what’s possible, we brought families together and we re-ignited a love for big screen viewing, we outperformed the original film’s box office by 12% and the target for the sequel by 28%. https://vimeo.com/683312179/3c037317b0