The BoxTrolls Happy Meal UK

I created the BoxTrolls Happy Meal UK campaign from concept to completion. The film’s theme of upcycling and the BoxTrolls’ inventive use of discarded junk inspired the key art—I designed the word “things” out of rusty nuts and bolts, with typography made to look like metal in a Victorian style, reflecting the era of the film.

I designed 4 different Happy Meal boxes, each transforming into one of the main characters, featuring an upcycling challenge for kids to do at home, accompanied by a free A6 activity booklet:

• Fish box – transforms into the Boxtroll Fish with the activity: make a plane from a cardboard box.

• Shoe box – transforms into the Boxtroll Shoe with the activity: make a bed from a cardboard box.

• Clocks box – transforms into the Boxtroll Clocks with the activity: make a car from a cardboard box.

• Knickers box – transforms into the Boxtroll Knickers with the activity: make a castle from a cardboard box.

Additionally, every UK store featured a standee holding 6 different postcards, each with a unique upcycling challenge to inspire creativity at home. I briefed our in-house illustrators to create all of the activity illustrations.

CONCEPT TO COMPLETION:

• Key art creation

• POS campaign

• Games & activities

• Kit rollout