ABOUT

Where Giant Dreams Come to Life

Conceptualised and Art Directed by Joseph Melton. Approved by Steven Spielberg.

Objectives:
Change perceptions.
Extend brand reach.
Highlight iconic film locations across Britain.
Promote Britain beyond London.
Generate significant PR exposure.
Drive social media and digital engagement.
Create data capture opportunities.
Target Markets:
Primary: USA, France.
Secondary: Germany, Australia, Brazil, India, GCC, China, Spain, Italy, Netherlands, Canada, Switzerland, Sweden, Norway, Russia, Japan, Austria, South Korea.

The Idea:
Inspired by the magical world of Disney’s The BFG, I aimed to seamlessly integrate the film's creative vision with the GREAT campaign and OMGB brand concept. The campaign was centred around showcasing Britain's iconic locations through the eyes of a child, capturing moments of awe and discovery that mirrored the wonder of the film.

By creatively positioning the lead character from the film alongside Britain’s iconic landmarks, the concept emphasised the sense of scale and magic — a giant dream brought to life. This approach created a warm, welcoming, and inspiring narrative that resonated with families and evoked the joy of new discoveries.

BFG Press Launch Highlights:
Reached 36 million people across 5 countries (Australia, India, Turkey, UK, USA).
Evaluation of Success:
Competition Entries: 74,166 entries — nearly 3x the target of 25,000. Breakdown:
USA: 53,049
France: 12,642
Canada: 4,258
Australia: 3,639
Russia: 578
Opt-ins: 29,071 opt-ins — nearly 3x the target of 10,000.
Opt-in Rate: 39.2% (target: 40%), including:
USA: 41.7%
France: 19.9%
Media Spend: 43.4m impressions.
Social Media Impact: Reached 477,358 consumers and generated 8,026 engagements.