As with all Madame Tussauds creative, the emphasis was on interaction – an element of the attraction which most people are unaware of. Across online, print and outdoor, the creative made it clear that Madame Tussauds was the only place fans could play their part in the saga’s most iconic scenes.All three stakeholders (Disney, Lucasfilm and Madame Tussauds) approved this approach, which made an immediate impact on fans and non-fans alike when the campaign launched and dominated the London media landscape.To celebrate the launch of The Force Awakens, the attraction welcomed BB-8, with a poster campaign that brought this new droid’s cheeky personality to life.