Background

-Situation: the new Marvel-themed ride experience "Ant-Man and The Wasp: Nano Battle" was launched on Mar 28, 2019 at Hong Kong Disneyland. We officially unveiled the attraction at a launch ceremony attended by strong line-up of celebrities (Paul Rudd, Kevin Feige etc) and executives from the film and Marvel etc. Over 1,000 guests, fans and media joined this significant milestone in the multi-year expansion of Hong Kong Disneyland. -Brief: As part of the gift collections given to VIP guests -Objectives: To create a collectible piece for the guests to bring home after the exciting experience. -Budget: USD30 per unit -Project scale and volume: 1000 for VIP

Describe the creative idea (40% of vote)

-Brand relevance: Both the movie and the new ride experience are focusing on the “SHRINKING” idea, which became the creative concept for the design. -Target audience (consumer demographic/individuals/organisations): Over 1,000 guests, fans and media from all over the world attended this launch ceremony

Describe the execution (40% of vote)

-Futuristic design following the Marvel standard -The design elements and contents are extension story from the Marvel Cinematic Universe -Metallic cover and also including lots of printing details such as, die-cut, magnifying glass, special binding etc. -It took 4 months of lead time to finish the design development and process, from collecting/creating design files and copy points, getting approval from global Marvel team, printing the final hard copies -Choice of campaign elements: “Mission Brief” is a quality premium custom-made for VIP guests to get prepared for the battle. -Scale: 1000 printed units

List the results (20% of vote)

-Value added to brand: A physical art piece brought to real life for Marvel fans to collect -Value for consumer : This is Premium for VIP guests only, not for public sales -Reach/cultural impact : Over 1,000 guests from all over the world to understand more about the expansion of Hong Kong Disneyland and also the extension story from the Marvel Cinematic Universe -Sales: N/A -Achievement against brief : Special recognition from Marvel executives such as Kevin Feige on the design; and VIP guests loved it and posted in on social media to recognize it.