M&M’S campaign inspires you to Halloween your way
The work created by The&Partnership signals M&M’S first seasonal global campaign since its new brand purpose launch
10 October 2022
For the first time since its brand relaunch, M&M’S has released a new Halloween campaign. The campaign relays the message that whoever you are and however you choose to celebrate, we all have something surprising, fun and unique to bring to the Halloween party.
M&M’S and The&Partnership have created a campaign that looks to inspire confidence in everyone to join in on Halloween celebrations, aligning with M&M’S new global purpose - to use the power of fun to include everyone.
Sitting at the heart of the global campaign is a hero 15-second film, which was produced by House Special. The film features the iconic M&M’S cast of characters showcasing their different personalities and interests.
Inspiring the public to celebrate and build connections with others, the “For However You Halloween” campaign shows the characters getting ready for the season in their own, individual ways. For example; The ever stylish Green is perfecting her costume and Blue is up to his usual tricks by playing a prank on Orange who is bravely watching a scary movie.
Jim Stump, T&P Creative Director, said: “The new brand direction really lets us begin to show more of each characters’ unique personality. Halloween’s a fun start and from here on we can let different characters turn up in response to different moments throughout the rest of the year too.”
The hero film is supported by 6-second addressable social films that tap into consumer behaviour at three key Halloween rituals; baking treats, watching scary movies and trick or treating. These films are then targeted against audience segments that are known to have a passion for these aspects of Halloween.
“M&M’S is committed to bringing people together, creating a world where everyone feels they belong,” said Chris Brody, Brand Content & Communications Architect, Mars Wrigley. “Halloween is a key season for consumers as they come together to celebrate both old and new traditions, so it was important that we utilized our iconic characters to encourage people to feel confident being their true selves and connecting with one another through shared experiences and the power of fun.”
The campaign plays out across OLV, social, press, radio and audio and is live globally from the 10th October.
Brand Content & Communications Architect: Chris Brody
Brand & Content Manager: Christina Diaz
Agency: The & Partnership
CD: Jim Stump
Creatives: Andreas Lefteris / Elson Rodrigues
Planning Director: Alex Dobson
Planner: Chrissie Fusco-House
Content Team Lead: Alex Attfield
Account Director: Jake Batty
Account Exec: Lydia Barber
Producer: Dillon Palmer / Savannah King
Project Manager: Evie Ungemuth
Designer: Ralph Pedersen / Gil Peres
Artworker: Tony Bull / Richard Palmer
Production Company: House Special
Director: Kirk Kelley
Creative Director: Kirk Kelley
Executive Producer: Lourri Hammack
Producer: Joelle Spencer-Gilchrist
Production Support: Alix Iverson
Editor: Cam Williams
Animator: Chris Ohlgren
Technical Director: Patrick Van Pelt
Modelling Artist: Adam Rosenzweig
Texture Artist: Adam Rosenzweig
Lighting Artist: Caly Connally, Matt Reslier
Compositing Artist: John Corbett
Media Tech Support: Joshua Macy
Editorial Assistant Patrick Lagier
Editorial/Post Dept. Manager: Cam Williams
Audio Post Production: Creative Outpost
Head of Production: Caroline McNulty
Audio Producers: Caroline McNulty / Caz McNally Smith
Sound Engineers: Tom Lane
Transfer: Isabella Lau
Music: Premium Beat
Composer: Studio Le Bus