Mindshare and Hong Kong Disneyland shrink newspaper to promote new ride
To announce the launch of a new attraction, inspired by the shrinking-power enabled superhero Ant-Man, Hong Kong Disneyland worked with Mindshare to create a miniature edition of Hong-Kong based tabloid Sky Post.
The mini-paper was available as an insert inside the full-sized edition. Flipping from page one to page two revealed the shrunken version of the paper which featured a story about Ant-Man and The Wasp: Nano Battle Ride, a new attraction at the amusement park.
The digital version of Sky Post too featured its own version of the shrinking paper.
Speaking about the promotion, Mindshare’s deputy leader Raymond Leung said: “The essence of this unique Ant-Man and The Wasp campaign is a witty switch between big and small. When things are shrunk it makes a world of difference, and we wanted to bring this hype to town.”
Credits
Media agency: Mindshare HK
Deputy leader: Mandy Lam, Raymond Leung
Director of connection planning: Jennsen Fung
Manager of connection planning: Sammy Li
Manager of Content+: Olivia Chan
Supervisor of connection planning: Leo Tse
Senior Associate of Content+: Gying Lam
Associate of connection planning: Jason So
Executives: Jason Fung, Amy Wong
Creative agency – BBDO
Have your say