The Grinch Universal Pictures, Illuminiation Entertainment

The Ask

How does Illumination Studios reintroduce and distinguish Dr. Seuss's classic curmudgeon?

The Insight

We’ve always loved the Grinch. Maybe even envied him at times. In a culture where brands crave to be 'one of us' - to speak our language - the Grinch's snarky spirit has remained a part of our evolving social behavior; waiting to be unleashed.

The Strategy

He Means Well. He really does. His brand of Christmas magic fit snug in our digital culture. Our campaign spread his prickly perspective (and eventual charm) near and far–engaging holiday haters, nostalgic parents, and families around the world.

Below are a couple of fun pieces...