Part of the allure of Campbell Canada brand, Goldfish Crackers, is their imaginative shape. The brand’s new agency partner, Zulu Alpha Kilo, has used this asset to create a new brand platform for the brand, one that encourages and fosters imagination in the minds of Canadian children.

“We’ve seen, through research, that our playful cracker shape naturally lends itself to imaginative play with kids,” stated Paloma Bentes, marketing director at Campbell Canada. “Parents have shared how important imagination is to their children’s development and especially now, given how much time is being spent at home.”

The platform, Feed Imagination, has launched with a campaign that allows kids’ imaginations to rule the day. Three children, Makayla, Teniayo, and Aiden, were asked to use their imagination to make-up Goldfish stories. What they didn’t know is that their imaginative, made-up-on-the-spot stories would be brought to real life by Goldfish.

Makayla loves reading, so her story was developed into a printed book designed by illustrators at Polyester Studio. For Aiden, who loves to play video games, his imagination was brought to life in the form of a video game developed in partnership with TreSensa Technologies. The drawing by young artist, Teniayo, was shown off as her first art exhibit on a massive mural in downtown Toronto for all to see. Makayla’s story and Aiden’s game can be viewed on social platforms throughout the campaign duration.

A documentary film crew captured it all, including the surprise of the children and their parents when their book, video game and mural were revealed.

https://youtu.be/kY2gphbzTjA

This is the first campaign created by Toronto’s Zulu Alpha Kilo after being awarded the business earlier this year. “Their young imaginations drove the campaign and demonstrated to us all that there’s no limit to creativity. Even in the midst of a pandemic,” commented Zak Mroueh, founder & chief creative officer of Zulu Alpha Kilo.

Feed Imagination is a digitally-led campaign with all video assets filmed through Zulubot, Zulu’s content production studio. The campaign includes both long and short-form videos, that can be found on social and digital platforms, interactive playable units, and calls-to-action that encourages parents to enter their own child’s artwork and/or stories in the #FeedImagination contest. Parents can submit via Instagram or through the brand’s landing page. Like Teniayo’s drawing, the winning submissions will have the chance for their own stories to be brought to life in billboards or digital storybooks nationwide.

A Quebec-specific campaign has also been developed in partnership with The French Shop, which brings to life a digital book based on an imaginative story of a young girl, Nélia.

Credits:

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Susie Lee
Associate Creative Director & Writer: George Ault
Associate Creative Director & Art Director: Jacob Gawrysiak
Social Creative Team: Philippe Visaya, Victoria Lee
Designer: Vince Rozas
Group Strategy Directors: Heather Segal & Sean Bell
Account Team: Alyssa Guttman & Erin McManus

French partner: The French Shop
Creative Directors: Geneviève Vincent & Joëlle Fournier
Art Director: Jacinthe Archambault
Account Management: Sébastien Bergeron, Émilie Maranda & Gabrielle Papineau

PR agency: Proof Strategies Inc.
Media agency: Spark Foundry
Shopper Agency: The Mars Agency

Production Companies: Zulubot & Les Enfants (QC)
Directors: Barbara Shearer & Catherine Therrien (QC)
Producer: Rebecca Adams, Michael Oshell & Julie Lorazo
Editor: Max Lawlor
Studio Director: Greg Heptinstall
Studio Artists: Andrew Martin & Cecilia Bernasch

Client: Campbell Canada
Client Team: Mieka Burns, Paloma Bentes, Friyana Engineer & Mariah Weir