Roald Dahl Story Company: Matilda Comes Up Trumps

The Roald Dahl Story Company, the organisation that manages the copyrights of author Roald Dahl, employed a content-led approach to celebrate the 30th anniversary of the children’s novel Matilda and bring the character into the current day.

Campaign details

Brand: Roald Dahl Story CompanyAgency: Tin Man

Summary

"I'm right, you're wrong, I'm big, you're small and there's nothing you can do about it." Mr Wormwood. Matilda

It's this pivotal line from Mr Wormwood in the novel that spurs Matilda to use her powers to stand up to Miss Trunchbull and it also formed the basis of our campaign.

For the book's 30th anniversary and to modernise the character, we decided to channel this fighting spirit and pick Matilda a new battle - this time for 2018.

The nation chose Trump. We...

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