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.”


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


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