On December 17th 2010, a new movie by Dreamworks, MEGAMIND will be shown in Italian movie theatres. This 3D movie by the studio that created "Shrek", "Madagascar" and "Kung Fu Panda" is about the brilliant and diabolical Super-Villain, Megamind, who tried to conquer the Earth for more than 20 years, but is always hampered by his nemesis, the super hero, Metro Man. However, this all changes one day when Megamind accidently kills Metro Man while he is grappling with one of his evil plans. Suddenly finding himself without an enemy to overcome, the evil genius is discouraged and decides that the only way to turn back is to create a new rival. This rival is even bigger and stronger than the first opponent, Metro Man. But when the new hero begins his personal war to destroy the world, Megamind has to face a decision: Will he be able to beat the diabolical creation? can the most intelligent man in the world make a very intelligent decision? can the evil genius can change sides and become the hero?

The American dubbers of the main characters are: Will Ferrell, Brad Pitt, Tina Fey, Jonah Hill.

The creators are asking for a Guerrilla and Ambient Media campaign for the movies launch in Italy.
We have to communicate that a new Dreamworks 3d movie is coming to movie theatres (major selling factor that needs to be stressed) with a new character that will appeal to children, parents and adolescents. It is a movie for the whole family.
The aim of the contest is to create events through various media (media, outdoor, guerrilla marketing, flash mobs, web events, activities in movie theatres).
Think about creating great expectations the day before the theatrical release of Megamind. Keeping in mind that the movie will come out at Christmas (the 17th of December) you can use activities that have a Christmas feeling or that are related to Christmas events (refer to the attachments to see what was done for Madagascar 2 in the Galleria Colonna).

The events will be addressed to 4 reference targets:
  ∞ Kids (8-14 years old)
  ∞ Parents with kids
  ∞ Kidults
  ∞ Teens (12- 16 years old)
The first two targets are immediate and we can work on these with an adv campaign, so the ideas that come out of the contest may be more unbalanced on a teens or kidults target.

We want all targets to understand that the movie will be an event that they can't miss, in line with the great characters created by the brilliant authors of SHREK and Madagascar. We want kids to make their parents go to the movie theatre to see the movie but at the same time we want parents to be happy about bringing their kids to the movies.

Because the communication will intrigue and enchant the viewer. Since it is also interactive, it will introduce the future public to the world of MEGAMIND, the latest hero of a production company that is already successful.

  ∞ SUPER HERO
  ∞ SMART
  ∞ INVENTOR
  ∞ IRONIC
  ∞ ECOLOGIST
  ∞ HEALTH FANATIC
  ∞ INDESTRUCTIBLE
  ∞ STYLISH

All the media involved in the campaign will be able to communicate to the target audience: the classic media, press, TV, radio, billboards, web, guerrilla marketing and events. In this context, the "event", the big ideas can become a medium as it can generate "physical contact" between the real targets and the right "noise" around the communication campaign.