Inspired by what can happen when you combine an open mind, a whimsical fish-shaped cracker and snack time, we launched the purpose-fuelled “Feed Imagination” platform as part of an IAT while I was the that included Zulu, Spark and Proof.
Recognition: Adweek Impact Awards, Applied Arts, AToMiC Awards, Gold Effie Award, Epica Awards, Kinsdale Shark Awards, New York Festivals, Shopper Innovation + Activation Awards, Marketing Awards, Best in Show Media Innovation Awards.
Press: Ad Age, Bloomberg, Campaign, Global, CBC, Contagious, CTV, Global News, Globe & Mail
In-store, shoppers could discover an on-pack experience where a QR code launched an AR game that brought families into an imaginative Goldfish world.
Role: ECD / Art Director (Contributer IAT/Creative Lead Shopper). Creative Team: Fen Hsu and Marlon Tiongson. Agencies: Mars United Commerce / Publicis, Zulu Alpha Kilo, Spark Foundry, Proof
The Feed Imagination campaign was partly inspired by my previous work for Life Cereal that featured kid's artwork on the packaging. Here we needed to create more engagement with the Life Cereal brand that was falling out of favour with moms. So we had kids redesign the iconic Life Cereal box using only the product. Submissions were upload to a unique landing page and winners were printed on the front of the packs.
Recognition: Communication Arts Design Annual, One Show, London International Advertising Awards
Role: Art Director, Agency: Downtown Partners DDB