On the occasion of the premiere of “The Fantastic 4: First steps”, Marvel Studios and the agency Marcel They have devised a brand activation that converts a functional object such as the F4 key of the keyboard into the access key to a experience exclusive Instead of a conventional entry, fans were invited to carry their own F4 key of the computer to attend the official presentation of the film.

Developed the Espace Niemeyer of Paris, who approached with their key were able to exchange it for an intervened version: painted in blue, recorded with The “4F” logo and presented within a personalized case with the visual codes of the film. This new key not only gave access to the projection and press conference with the cast, but has become a collection object for the attendees.

Beyond the physical event, the campaign also included a digital extension through the portal I allocated. Any user could participate Pressing the F key four times On its keyboard, replicating the physical gesture, to access entrance raffles.

“We made a detail an advertising space in itself”explains Marcel’s creative team.
The activation is inscribed in the relaunch of the franchise under a new retrofuturist aesthetic, directed by Matt Shakman and starring Pedro Pascal (Mr. Fantastic), Vanessa Kirby (the invisible woman), Joseph Quinn (the human torch) and Ebon Moss-Bachrach (the thing). The return of the fantastic four is part of a visual universe inspired by the 60s, with a narrative that faces the characters to Galactus and their messenger, the Surfeuse d’Art (Julia Garner).