Dark Fantasy Adventure
Client
Sunfeast Dark Fantasy
Industry
FMCG
Category
Campaign, Tech Integration
The Brief
You know, sometimes the real fans of a brand are hiding in plain sight. That’s exactly what Sunfeast Dark Fantasy discovered—while they’d been busy winking at adults, turns out kids were the ones really gobbling up the biscuits. So, what do you do when your biggest fans are pint-sized? You show them some love! And what better way to do that than teaming up with the ultimate kid-approved superstars—the Minions! The mission? Get kids so hyped about their Dark Fantasy stash that they’d want to show it off. Loud and proud.
Creative Process
Every great idea starts with a spark. When I learned Despicable Me 4 was about Superminions, I thought: What if we gave kids superpowers? But here’s the twist—I didn’t just want them to watch a story; I wanted them to become the story. So, I turned to tech.
The Idea
Introducing the Dark Fantasy Adventure Trip—a microsite activation that turned kids into heroes of their own epic stories! Here’s how it worked: Kids entered their details, snapped a selfie, picked a superpower, and chose an adventure. With the magic of Llama AI, powered by our partners in China, we created personalized videos of their adventures—transformed into a comic strip format!
The coolest part? Each comic featured their face, styled like Universal Studios characters. It was fun, immersive, and completely unique—because who wouldn’t want to star in their own superhero story?
Extension
To amplify the Dark Fantasy Adventure Trip, we turned to influencers and visual storytelling on social media. Daily and weekly contests kept the excitement alive, while the grand prize—a trip to Universal Studios in France—had everyone buzzing.
