A Game and a Tandem Synced Masthead were required for the 20th Century Fox movie Mr Popper’s Penguins. The initial ideas for the campaign came from the movie script. We had the luxury of reading it months before the movie release date. The concept of using a tandem synced masthead seemed appropriate given the storyline in the movie script . In the movie the penguins are shipped in a crate to New York, so the idea of “The Crate Escape” was born. The penguins would escape from an mpu advert into the masthead. The Tandem Synced You Tube Masthead can be viewed here.
The concept for Mr Popper’s Penguin game came about from a scene in the movie where the penguins turn up at the Guggenheim Museum and end up causing chaos and sliding through the museum. The game takes each of the personalities of the penguins and places them into a race to the bottom of the slide, passing museum objects and collecting fish on the way. After several concepts I finally cracked the gameplay and it came together as a successful game. The idea is to get all the penguins out of the museum to be rewarded with a trailer of the movie. The final game design can be viewed here.