Piece By Piece

WICKED: FOR GOOD

UNIVERSAL PICTURES

Guestllist Managemennt

Event Planning / Management

Event Productionn

Services

KINDE partnered with Universal Pictures to support the UK theatrical release of Wicked: For Good through culturally informed, inclusive publicity. The focus was on amplifying the campaign through digital-first storytelling while cultivating a core group of influential Black British tastemakers to authentically drive engagement.

Alongside this, KINDE served as a strategic DEI publicity consultant, ensuring meaningful representation, equal visibility, and cultural integrity were embedded across all campaign touchpoints from release through awards season.

Purpose

Working closely with Universal Pictures, we led the influencer strategy across key moments of the campaign; curating a mix of cultural influencers, tastemakers, and re-engaged fans of the original Wicked whose advocacy helped drive authentic excitement.

We managed guest curation across multiple high-profile moments, including the BFI In Conversation with Jon Chu and the UK premiere. Additional activations saw us help bring the Belmond Train Wicked Experience to life, alongside producing an intimate meet-and-greet brunch. We also secured exclusive interviews for Cynthia Erivo with leading digital voices Candice Brathwaite and Sarel.

The emotional centrepiece of the campaign took Cynthia back to La Retraite Roman Catholic Girls’ School in South London, where her journey began - surprising the school choir mid-rehearsal, performing For Good, taking part in a Q&A with Greg James, and closing with a powerful duet that created a truly unforgettable moment.