Kids aged 11 and under are behind the artwork for a new outdoor campaign for Campbell's Goldfish Crackers.
Agency Zulu Alpha Kilo launched the Canadian campaign, #FeedImagination, last fall. It invited parents across the country to submit their children's goldfish-themed artwork and stories. An earlier phase of the campaign saw kids' stories about goldfish turned into books and games. Now, 11 contest winners can see their drawings come to life in the real world with a national out-of-home campaign as well as onInstagram stories. The brand is also bringing the platform to life in retail via the Mars Agency, through an immersive augmented reality game inspired by one of the stories that can be played by scanning a code on-pack.
“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,” said Paloma Bentes, marketing director at Campbell Canada, in a statement. “Parents have shared how important imagination is to their children’s development, especially now, given how much time is being spent at home.”
Goldfish is not the only brand that has shared children's creativity in lockdown; Lego's Let's Build Together campaign last year showcased kids' ideas for improving the world on a giant globe at its HQ in Denmark after inviting them to submit ideas on social media.