We transformed Tangs Underpass into an "Incredibles" zone with specific areas highlighting each character’s super power. This idea was similarly extended to MRT window stickers and the Citylink Mall underpass. We also executed the 'superheroes on board' concept on 'superbuses' which exemplified the film’s premise that ordinary people with extraordinary super powers are all around us. We used a tongue-in-cheek approach with arrows pointing to passengers on the bus with messages like 'multi-tasking superhuman'.

The campaign generated talk value and this translated into a number of box office records. The opening weekend performance of S$1M pwas the biggest of any animation film in history, and ranked as Buena Vista International’s fourth biggest ever!