You may’ve seen everyone’s favourite Matilda Wormwood dominating the national newspapers over the last few weeks. She’s certainly been out and about!

We ran a Matilda The Musical breakout campaign between at the end of January and the beginning of this month across key national and London publications within listings sections, to catch readers’ eyes when they were looking for a fun evening out. In the words of the musical’s heroine, sometimes you’ve got to be a little bit naughty and, as part of our campaign, page-dominating Matildas really made their mark and pulled focus on quite editorially busy pages.

To keep things integrated, the same design was used for the accompanying outdoor campaign over the period, giving a really strong presence in London with a clearly and instantly recognisable messages.