Deadpool posing with Tiny Hands package
TROLLI × DEADPOOL 2

Tiny hands. Medium package. Huge release.

01 — THE IDEA

Trolli wanted to age up their audience. So we partnered with the world’s favorite R-rated antihero, turned his infamous tiny hand into a real candy, and let him flaunt his package like a Calvin Klein model.

02 — RESULTS & RECOGNITION

RESULTS2 BILLION+ IMPRESSIONS#1 HIGHEST-GROSSING PRODUCT INNOVATION AT 7-ELEVEN
AWARDSDIGIDAY AWARDS MOST INNOVATIVE USE OF CONTENTTHE ONE SHOW SHORTLISTD&AD SHORTLISTEFFIE AWARDS FINALISTNATIONAL ADDYS SILVERREGIONAL ADDYS BEST OF SHOW + 2 GOLDTHE SHOW (MN) 7 WINS
PRESSFORBES · FAST COMPANY · ADWEEK · SYFY · MUSE BY CLIO · THE VERGE · THE HOLLYWOOD REPORTER

03 — CASE STUDY

04 — STEAMY VIDEOS

Deadpool teased his tasty body part with a pair of tantalizing high-fashion videos that gained millions of views at launch.

:06 TEASER
:15 AD

05 — META METADATA

Deadpool broke the fourth wall of the Internet through the microsite’s metadata, filling it with monologues and Easter eggs. The hidden messages were recognized by The One Show, FastCompany, Adweek, Syfy, and more.

READ THE ANTI-SEO STORY →

06 — PUBLIC EXPOSURE

From LA to Times Square, Deadpool’s Tiny Hands touched the lives of commuters across the nation.

Deadpool outdoor poster — package pose in red suit
Deadpool outdoor poster — reclining pose
Deadpool outdoor poster — over-the-shoulder pose
Deadpool outdoor poster — standing pose

07 — TIMES SQUARE PACKAGE POSES

For the Deadpool 2 premiere, we took Tiny Hands to the Big Apple, giving fans a chance to show off their own package poses on two giant billboards. Over 400 people participated, becoming part of the campaign in an unforgettable way.

Times Square activation — fans posing
Times Square activation — billboard crowd

DEADPOOL PROVIDED EXAMPLE POSES TO GET THE JUICES FLOWING — ART: MEKEL ILLUSTRATION · DRAG TO BROWSE →

Exposé le Paquet
EXPOSÉ LE PAQUET
Crimson Steel
CRIMSON STEEL
Bad Doggy
BAD DOGGY
Open for Business
OPEN FOR BUSINESS
Seduced by Gravity
SEDUCED BY GRAVITY
Flirtius Maximus
FLIRTIUS MAXIMUS

08 — PACKAGES OF PACKAGES

Influencer kit
Branded undies
Influencer kit contents
Branded boxers

CREDITS

AGENCY PeriscopeCD Dustin JoyceAD Brett EssmanCW Josh GloeSOCIAL CD Bridget JewellSOCIAL Taylor LovaasUX Christopher JensenSEO David LovettDEVELOPER Charlie RenkVFX Motion 504MUSIC Grey GhostDIGITAL Davie-t