Case study – Moomin Characters Ltd
Sharing the importance of a warm welcome with the Moomins
The brief
Moomin Characters Ltd briefed Riot to use the 80th anniversary of the first Moomin story, The Moomins and the Great Flood, to grow the brand’s UK audience and to raise awareness of a key message from the Moomin books about the importance of a warm welcome.
Our approach
We brokered a partnership with Refugee Week – the world’s largest arts festival celebrating the contributions, creativity and resilience of refugees – which combined the artistic integrity vital to the Moomins with the message about a warm welcome.
Together, we commissioned four new public artworks inspired by The Moomins and the Great Flood to be revealed across the UK during Refugee Week 2025.
We engaged partners in each location – Southbank Centre in London, The Baltic in Gateshead, Gloucester Guildhall and Bradford 2025 City of Culture – to increase reach and impact, and local communities participated extensively in the development, construction and launch of the artworks with Moomin-themed workshops, picnics, craft sessions etc.
Riot carefully coordinated comms, PR, digital and social across this large stakeholder group to ensure complementary working and the most impactful, nationwide campaign.
The results
