Petits Filous
Media: Press, digital, social, on-pack activation, events
Role: CW, AD
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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Play Free
with Amazon
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It was the world’s first partnership with Amazon to put inspirational content in over 200,000 deliveries. Kids were turning the humble cardboard box into whatever they could think of. Shot by award winning, photographer,
Seamus Ryan.
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An influencer campaign that captured the power of play on Instagram
On-pack activation
A national on-pack promotion in Sainsbury’s, Asda and Tesco that inspired children to open their imagination.
Under the lid of 28 million Petits Filous pots was a little play-starter idea, e.g. make a microphone or unicorn horn.
All held under the CTA of ‘Peel, Lick, Play Free’ which put the pot and product at the heart of play time.
