Zulu Alpha Kilo’s newest campaign for Goldfish Crackers was created by five new creatives – Noah, age 4; Kayla, age 11; Kabir, age 5; Eugenia, age 8; and Alexis, age 6. They created the artwork for outdoor and three of their stories were turned into books.
The campaign builds on the agency’s Feed Imagination platform for Goldfish Crackers which launched in the third quarter last year and was created to encourage imagination in the minds of Canadian children. As part of the launch, Goldfish invited parents across Canada to submit their kids’ artwork and stories so that they would have an opportunity to show their work on a larger stage than their refrigerators.
“We were overwhelmed by the number of submissions and the quality of the work we saw,” noted Zak Mroueh, founder & chief creative officer of Zulu Alpha Kilo.
The contest winners can now see their imaginative masterpieces in the real world with a national out-of-home campaign that features each winner’s creative drawing and their name, on a public stage. The digital stories of young storytellers were featured on Instagram and available for download on the Goldfish Crackers #FeedImagination hub.
“With many Canadians facing another wave of lockdown restrictions, bringing kids’ imaginations to the forefront delivers some much needed joy and inspiration to help unlock the next generation’s unlimited potential that comes when they open up their own imagination,” stated Paloma Bentes, marketing director at Campbell Canada. “Parents have shared how important imagination is to their children’s development, especially now, given how much time is being spent at home.”
The campaign is supported in retail by The Mars Agency, through an augmented reality game inspired by one of the stories that can be played by scanning a code on-pack.
Credits:
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Susie Lee
ACD, Writer: George Ault
ACD, Art Director: Jacob Gawrysiak
Group Strategy Directors: Heather Segal & Sean Bell
Account Team: Alyssa Guttman & Michelle Fournier
French Partner: The French Shop
Creative Directors: Geneviève Vincent & Joëlle Fournier
Art Director: Jacinthe Archambault
Account team: Sébastien Bergeron, Émilie Maranda & Gabrielle Papineau
Producer: Michael Oshell & Genevieve Boyer
Studio Director: Greg Heptinstall
Studio Artists: Andrew Martin & Cecilia Bernasch
PR Agency: Proof Strategies Inc.
Media agency: Spark Foundry
Shopper Agency: The Mars Agency
Client: Campbell Canada (Goldfish Crackers)
Client Team: Mieka Burns, Paloma Bentes, Friyana Engineer & Mariah Weir
