Goldfish's Child-Drawn Billboards Highlights Imagination
Ellen Smith — January 20, 2021 — Marketing
References: pepperidgefarm & adsoftheworld
Most kids draw silly pictures with the expectation of being put on their parents' fridge, but Goldfish's child-drawn billboards offer recognition on a grander scale. This adorable outdoor campaign tasked young artists with creating the next ad campaign for the iconic snack brand. The end result is an adorable and highly creative series of images hand-drawn by five young artists.
Noah age 4, Kayla, age 11, Kabir age 5, Eugenia age 8, and Alexis age 6 were the selected winners for this drawing contest, with their work being featured on billboards throughout Ontario. In addition, Goldfish turned three of the kids' drawings into story books. The purpose of this campaign was to place imagination and joy at the forefront.
Image Credit: Goldfish
Noah age 4, Kayla, age 11, Kabir age 5, Eugenia age 8, and Alexis age 6 were the selected winners for this drawing contest, with their work being featured on billboards throughout Ontario. In addition, Goldfish turned three of the kids' drawings into story books. The purpose of this campaign was to place imagination and joy at the forefront.
Image Credit: Goldfish
Trend Themes
1. Child-drawn Advertising - More companies will experiment with child-drawn advertising to tap into the creativity and innocence of youth.
2. User-generated Content Campaigns - Brands will continue to leverage user-generated content campaigns to foster engagement with their target audience.
3. Incorporation of Childlike Imagination - Brands will place more emphasis on the incorporation of childlike imagination into their marketing campaigns.
Industry Implications
1. Snack Industry - Snack companies have an opportunity to tap into the creativity of their target audience by featuring user-generated content in their advertising.
2. Children's Book Industry - Children's book companies can create new titles based on the drawings of young artists as seen in Goldfish's campaign.
3. Outdoor Advertising Industry - Outdoor advertising companies can offer creative services that feature child-drawn advertisements and billboards.
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