INCREDIBLES 2 HAPPY MEAL

This campaign marked the first Disney Happy Meal partnership in 10 years, requiring a standout creative response to impress both the client and the licensor for the US market.

I led the design of an extensive POS campaign, collaborating closely with strategists and illustrators to develop a cohesive and engaging experience. With no existing style guide, I created the visual direction from scratch establishing a bold, energetic look and feel aligned with the Incredibles 2 brand.

The campaign was built around the concept “Be Incredible Together”, encouraging family interaction through play. Each Happy Meal box focused on a different character’s superpower, transforming the packaging into interactive games designed to be enjoyed together:

  • Mr. Incredible (Strength): Pop-out thumb wraps featuring Mr. Incredible and Frozone, designed for a thumb war family game

  • Dash (Speed): A fast-paced puzzle challenge, encouraging families to race against time

  • Violet (Invisibility): A memory pairs game where characters are become visible as matches are found

  • Mrs. Incredible (Stretch): A word association game with a spinner to spark family interaction

A key requirement from Disney was the inclusion of a nutritional message across every element, which was carefully integrated alongside the Happy character without compromising the creative.

The full POS rollout included 4 Happy Meal boxes, a hero poster, a large-scale die-cut display unit, in-ground signage, stickers, kiosk headers and tray liners.

CONCEPT TO COMPLETION

  • POS Campaign

  • Packaging

  • Games & Activities

  • Kit Rollout

There was no stye guide so I had to create everything from scratch. The concept behind the poster was the family bursting out of the templated frame. Dash was the hero character as he is the target audience age.
4 different Happy Meal boxes were produced for this campaign which is highly unusual as there is normally only one for the US market.
Scamps of box activities.
Mr Incredible is extremely strong! Pop out the Mr. Incredible and Frozone thumb bands and play thumb wars together to see who is the strongest!
Mrs Incredible is extremely stretchy! Stretch your mind with the family word association game. Spin the spinner to start off the fun!
Violet has the power of invisibility play this family pairs game by turning the cards over and finding pairs to make the characters visible again!
Dash has the power of speed, work with your family to pop out the puzzle and put it back together in the fastest time!
We were able to create a Display Unit and In-Ground sign that were double the normal size which cost the Client a lot more to produce which shows how important this promotion was.
This was such a big promotion that we created stickers for it (this had never been done before for the US market).
Trayliner with family games on, this element was also very unusual for a US promotion.
kiosk-header-IS.jpg
These Kiosk Headers were placed in Drive Thru and In-store.