BRAND PARTNERSHIP TURNED BOX OFFICE SUCCESS

Movies transport us somewhere extraordinary. We’d say the same about Merlin attractions.

Our challenge? To bring seven utterly different Merlin destinations together under one idea as the first-ever sponsor of the entire Sky Cinema portfolio. And we had to do it using nothing but existing footage. No problem.

The answer was simple. Treat every attraction like a blockbuster in its own right. Inspired by movie content warnings, we created a series of playful "The Following Contains..." idents that teased each attraction's personality—from heart-racing thrills and wild adventures to dragons, castles and imagination. Running across Sky Cinema, Movies 24, Sky Showcase, VOD and social, they proved the best sponsorships don't interrupt the entertainment. They become part of it.