To launch PADDINGTON The Musical, we created a joyful, citywide celebration of belonging. The campaign began with a mysterious teaser: oversized Paddington items appeared virtually at iconic locations across London – his battered suitcase in front of Buckingham Palace, his duffle coat hanging from the London Eye, and the famous “Please look after this bear” tag on Big Ben – sparking anticipation online. This led to a heartwarming, high-impact announcement - fronted with the line “He’s found a new home” – in which we revealed our key art and brought it to life with beautifully crafted animation, followed by a huge, nationwide on-sale moment, including a teaser filmed at Paddington Station that teased Paddington’s arrival in London, on his way to his “new home”. All these, and more, were part of a major advertising campaign designed to reignite affection for Britain’s favourite bear and position the musical as a must-see event.