Challenge
ITV were really excited to work with Paramount on the release of their brand new Christmas blockbuster Bumblebee.
Bumblebee is one of the most popular Transformers who bagged his own movie released at Christmas, and needed ITV's help to boost awareness and market share.
Insight
I'm A Celebrity...! Is watched by families across the nation, and what better opportunity to showcase the launch of family film: Bumblebee than in a very special ad break throughout the show.
Idea
The idea was to show Bumblebee living his best life in the Jungle via a short term licensing deal with the show for use in spot and social, engaging Housepersons and children in a fun, animated and creative way.
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