Angry Birds has enormous recognition but needed to engage with new audience ahead of it’s 10th Birthday and the release of the Angry Birds 2 movie. We developed a new strategic positioning, “Anger is a force for good”, to engage key consumer groups, from mobile games, to movies and merchandise. New audiences are flocking to Angry Birds as it extends the irreverent fun of the brand. From tie-ups with UNICEF to support children, to “venting machines”, anger is being channelled in positive ways. Bring the anger!