Lucky charms: unicorn land

Lucky Charms hadn't introduced a new (permanent) marshmallow to the roster in ten years. So when they came to us and told us they were retiring the Hourglass marshmallow and replacing it with a new character (OMG). And it's a Unicorn (OMG). And they want you to write and tell its story to the world (O.M.G.). We obviously said yes.

At the time, the Unicorn’s superpower still hadn’t been decided upon so we decided to crowdsource the answer with kids at an event. We created Unicorn Land—a pop-up event at the Brookfield Zoo in Chicago. Unicorn Land included a kid-friendly escape room, arts & crafts workshop, a life-size pop-up storybook, and magical forest that followed a scripted narrative written by yours truly.

don't just take my word for it. here are some (verbatim) comments from the General mills team...

“The narrative was truly amazing. It was 100 percent on brand and really took the experience to a whole other level.”

“You nailed it and went above and beyond with creative. You totally understood our vision and even our brand more than some of our own people.”

“Kudos to you for with working with kids and animals, some of the hardest aspects in the business. Everything was flawless.”

"Unicorn Land has come a long way since we started! MKTG has KILLED it with this project from the creative to the updated narrative they shared today. I’ve been extremely impressed with them."