Sublime were asked to create a Covid secure, family focused live activation to promote the launch of Croods 2 which would separate Universal from the market trend of virtual promotion.
The activation needed to incorporate Universal’s existing brand partners for the film (Co- Op / Neighbourhood Watch) and touch on the key narrative points of creativity and community.
Taking cues from the inventive Betterman family in the film, Sublime devised a competition for people to design their dream treehouse, the winning entry for which we would build in real life for the use of the winner and their local community!
Sublime sourced The Wildlife Trusts as a partner to provide a national spread of potential locations and worked with one of the UK’s premium playground fabricators to activate the build.
Working with Universal’s brand partners, Sublime advised on feasibility of entries and assisted in the winner selection.
Sublime then brought in a film crew to document the build and winner reveal, ensuring we had a content package that could be shared across social platforms and thus exponentially extend the reach of the activity.