Festive family fun can be had by all as the squeakquel to the smash hit "Alvin & The Chipmunks" comes to a cinema near you this Christmas. To launch the theatrical release of "Alvin & The Chipmunks 2: The Squeakquel" our friends at Fox commissioned Red Box New Media to generate a veritable mountain of digital goodies for a wide variety of advertising platforms.

The film follows pop sensations Alvin, Simon and Theodore as they end up in the care of Dave Seville's twenty-something nephew Toby. The boys must put aside music super stardom to return to school, and are tasked with saving the school's music program by winning the $25,000 prize in a battle of the bands. But the Chipmunks unexpectedly meet their match in three singing chipmunks known as The Chipettes - Brittany, Eleanor and Jeanette. Romantic and musical sparks are ignited when the Chipmunks and Chipettes square off.

Our work on the campaign included the creation of English language display banners, rich media banners and display units, animated email signatures, Microsoft Windows Live Messenger 'Personal Expression' elements, desktop wallpapers, mobile wallpapers, PC screensavers, mobile screensavers and custom creative assets for placement in digital outlets such as Habbo Hotel, Hotmail, Messenger and the MSN portals. We also versioned each set of assets for up to as many as 28 markets.

"Part of the challenge on this project was making sure that the elements worked as well as they could within a specific market; making them as relevant to the local market as possible", says Red Box Creative Director Adam Jennings, "to that end we made numerous design tweaks to incorporate local market differences".

In the end we made over 600 different pieces of creative material for the launch - each one lovingly crafted - and so now we're word perfect in Chipmunk and can sing "All The Single Ladies" at Chipmunk pitch ... in 28 languages; quite a party trick!

This was our 7th campaign of this nature for Twentieth Century Fox in 2009, (our 16th collaboration with Fox overall).

Examples of our work on this campaign can be found in our portfolio.