Hulk Smash
The Walt Disney Company SEA
Issue 49 | January 2019
Agency
BBH Singapore
Creative Team
Executive Creative Director: Joakim Borgstrom Creative Director: Xander Lee Creative Technology Director: Dillah Zakbah Senior Copywriter: Omar Sotomayor Art Director: Ronald Bunaidi
Production Team
Producer: Sean Thambiah Production Partner: Ideas Empire
Other Credits
Managing Partner: David Webster Business Director: Ross Henderson Account Manager: Victoria Fernandez Intern: Thomas Hartigan
Date
September 2018
Background
Sentosa Sandsation is one of the region’s biggest sand festivals, and this year is the MARVEL Edition. The innovative Hulk Smash activation was developed for Sentosa Development Corporation (SDC) and The Walt Disney Company SEA, to excite and engage visitors at the event. As the Hulk is well known for his unparalleled physical strength, an experience was designed that allowed visitors a taste of his energy.
Idea
Fans of all ages are always looking for ways to get closer to their favourite MARVEL characters. The challenge was to upgrade their experience from following their Super Heroes to becoming the Super Hero. Every fan’s dream was made to come true by giving them the Hulk’s superhuman strength with Hulk Smash. Targeted at both children and adults, Hulk Smash was an installation where users reproduced the Hulk’s signature SMASH move to feel his immense power as their own. After landing at the Hulk Smash facility, participants wore a pair of Hulk gloves and channelled their inner green monster by smashing down on a platform while giving out a war cry “Hulk Smash!” They would then watch the ground break and tremor according to the intensity of their smash. The more force unleashed, the more spectacular aftermath. Each person’s smashing experience was recorded and converted into downloadable, personalised comic-styled GIFs.
Results
The Hulk Smash installation was the first-of-its-kind MARVEL Super Hero ability experience in Asia. It received an enthusiastic response from the visitors, registering an average of one smash per minute, and generated over 300 tons of force in total.