Heinz, in collaboration with Magic Breakfast wanted to create a campaign to highlight the importance of breakfast for school children’s concentration.

Leading the design on this project, I wanted to ensure it reflected a child’s world from their perspective. This was done by using a school note pad design with crayon-like type.

The technology of the digital billboards allowed for an interactive experience where the clearly written headline would become more difficult to read the longer it was looked at. Letters animated and jumped around to depict how a child may get distracted mentally. It was launched across 6 cities, had wide coverage in the press and won a silver at the Media Outdoor Awards 2023.

Watch the full ad below.