MARVEL themed activation by Sentosa and Walt Disney a smashing hit

Sentosa Development Corporation (SDC) and The Walt Disney Company SEA has developed a MARVEL themed activation titled "Hulk Smash", in partnership with BBH Singapore. The event garnered positive reaction from visitors at Sentosa Sandsation: MARVEL Edition, one of the region’s sand festivals. This year’s event is also a result of a partnership between SDC, Disney and the Singapore Tourism Board.

The "Hulk Smash" attraction was featured at a 16 day-long event that concluded on 16 September. Targeted at both children and adults, the "Hulk Smash" was an experiential activity designed to help participants unleash their super hero strength and to get a "real life" experience of how it felt like to be one.

Participants had to wear a pair of Hulk gloves and channel their inner green monster by smashing down on a platform while giving out a war cry "Hulk Smash". Participants get a chance to discover the comparison of their strength to a MARVEL Super Hero, as the ground breaks and tremors according to the intensity of the smash. Each person’s smashing experience was recorded and converted into downloadable comic-styled GIFs.

“As hardcore MARVEL fans, we were really excited to have been given an opportunity to design an experience that engages visitors at Sentosa Sandsation. Hulk is well known for his physical strength and we thought it would be exciting for visitors to get a taste of Hulk’s energy," Dillah Zakbah, creative technology lead at BBH Singapore said.

Campaign credits:

Clients: The Walt Disney Company SEA and Sentosa Development Corporation
Executive creative director: Joakim Borgstrom
Creative director: Xander Lee
Creative technology director: Dillah Zakbah
Senior copywriter: Omar Sotomayor
Art director: Ronald Bunaidi
Managing partner: David Webster
Business director: Ross Henderson
Account manager: Victoria Fernandez
Intern: Thomas Hartigan
Producer: Sean Thambiah
Production Partner: Ideas Empire