Wicked x GreenWitch

Client: Universal Pictures UK

An ambitious multi-location interactive outdoor activation across the Royal Borough of Greenwich - delivering both an engaging public experience and broad PR coverage across both traditional media and social through renaming the Borough GreenWitch to mark the release of WICKED in UK cinemas and launching a magical walkthrough experience throughout the Borough.

After approaching and partnering with destination organisation Visit Greenwich, Organic delivered a 3-week takeover of the whole Borough which saw it officially change its name to GreenWitch across all available channels and on the ground signage. After the official unveiling and announcement on Good Morning Britain, multiple locations rebranded the same including the iconic GreenWitch Market, University of GreenWitch and multiple local businesses. A map and walking trail were launched for Wicked fans to experience the takeover first hand. The activation culminated with school children from the borough gathering at The Royal Observatory to ‘look to the western sky’ and see the talent from the film turn on the meridian laser that divides the world into East and West and also create our own Emerald City by lighting the Borough and buildings green. GreenWitch was a huge success, with fans of WICKED making the journey to Greenwich from across the country to be a part of this landmark event. As a big part of the UK campaign, the film saw box office records on its opening weekends, whilst driving a significant increase in footfall to the Borough itself over the 3-week period.