On Wednesdays Wavemaker and Mean Girls paint London pink

To celebrate the release of the highly anticipated new Paramount Pictures Mean Girls movie, Wavemaker UK delivered a hot pink ‘quotefest’ across the nation that FINALLY made fetch happen.

Our strategy was based on disrupting the ‘doom and gloom’ of January (alongside a serious awards-heavy slate) by dialling-up the well-known humour of the film to make Mean Girls the ‘Pink Antidote’ to the January blues. We focused on high-impact formats, namely OOH, that were not only unmissable to our audience but where we could be playful with the creative to elevate the quotable elements of the original film.

Working with a selection of OOH partners, we created several talkable media executions, from a Bus Shelter Takeover that read ‘You can’t sit with us’, taxi wraps proclaiming ‘Get in loser! We’re going shopping!’ and a selection of teaser 48-sheets campaigning to ‘make fetch happen’. This activation brought the memorable quotes back to life 20 years after the film’s original release.

Alongside this, we delivered contextually relevant bespoke creative in the opening episode of Love Island: All Stars on ITV2, authentic host reads in female-skewing podcasts such as The Girls Bathroom and partnered with hugely popular content creator, Ami Charlize, who promoted the movie to her 3.6million followers – all of which added to the excitement for our Gen Z and Millennial audience segments.

And the results? Mean Girls opened to a £3.25m box office, making it the second-best opening for a comedy in the UK over the past five years (only losing out to Barbie). Mission ‘make fetch happen’: accomplished!