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 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 (AR). Mars Creative Team: Fen Hsu and Marlon Tiongson.
The Feed Imagination campaign was partly inspired by my previous campaign for Life Cereal where we encouraged kids to redesign the iconic Life Cereal box using only the product. Submissions were upload to a micro-site and winners were printed on pack.
Recognition: Communication Arts Design Annual, One Show, London International Advertising Awards
