Petits Filous

​​A pitch response to General Mills' / Yoplait’s challenge to activate their #PlayFree campaign. We helped them to focus on their ambition of being the brand that unlocks the power of imagination for a new generation of children, encouraging less screen time and more time to play freely.

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In association with the Woodland Trust we created an interactive children’s story where kids can experience nature first-hand. Parents bring their kids to the park to follow the main character’s footsteps and move around outdoors to find the locations to match the story. 

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It’s a book to get messy with but also a keepsake of the younger years. And certain pages of the book were even plantable, ready to grow into wild flowers.