Working with the Royal Shakespeare Company, we have been responsible for the show’s global marketing, creative, and advertising since its London opening in 2011. Matilda is a thoroughly modern character. She is smart, resilient, and courageous. Our ‘Stand Tall’ creative idea turned her defiant pose into the show’s iconic logo. We have rolled it out around the world, building recognition for the show, connecting it with culture, and driving worldwide audience engagement. The Matilda pose has been used in global social campaigns and thousands of fan photos striking the pose have been uploaded online. To date, Matilda The Musical is the sixth longest running musical in the West End and has been seen by over 10 million people worldwide.