Experiential Design

LUCKY CHARMS

Lucky Charms™ Unicorn Land




Challenge:
It's been close to a decade since Lucky Charms has introduced a new marshmallow into its magical mix of cereal bits. In conjunction with the big reveal of the Magical Unicorn marshmallow, General Mills sought to crowdsource a narrative for how it became part of the cereal... from children.

The challenge was not only to get quality responses from children (aged 6 - 11 yrs.) for a very pointed question, but also to capture these responses for later use in media.


Solution:
Our team resolved to create a rudimentary escape room/maze with the intent of having our young guests go on a journey to Unicorn Land to help Lucky the Leprechaun find his newest charm, the Magical Unicorn. Each room was designed to help the children frame the narrative while encouraging creative storytelling through fun activities.
Contribution:
Visual Identity
Environmental Design
Illustration 
Creative Strategy












Unicorn Land was segmented into five sequenitial rooms that pulled our guests deeper into the wonderous forest. 










Room 1

Provide Backstory


The first room educated visitors on Lucky’s current charms and what powers they possess. A marshmallow scavenger hunt resulted in guests placing oversized marshmallows in Lucky’s pot of gold to trigger lights and announce the unique ability it grants.


















Room 2

Spur Imagination


The drawing room encouraged guests to imagine what the Magical Unicorn looks like and to share their vision with others to aid in the search.












Room 3

Enhance the Story


In the echo forest guests would shout what the unicorn sounds like into microphones to have their unicorn call echoed throughout the forest.







Room 4

Bestow Power


The magical power room allowed guests to express the unique ability the newest charm would grant Lucky.











Room 5

Tell the Story


In Unicorn Land, puppetry arts was used as a tool to gather authentic narratives from our guests as professionial puppeteers maintained continuity. Afterwards, guests could perform their own stories to be caputured on camera.