TABOO and FUNDAY spark joy for lolly lovers in latest campaign
FUNDAY Natural Sweets has partnered with creative agency, TABOO, for a new campaign that appeals to one’s inner child while embodying the meaning of joy.
An experiential and out-of-home (OOH) platform with the tagline, “Pop a Little Fun in Your Day”, the confectionary brand’s latest campaign centres on an activation that took place last week in Melbourne Central over two days.
The activation consisted of an interactive kiosk that required passersby to pay for a bag of FUNDAY lollies by engaging in a fun handshake with a gloved hand that protruded from a hole in the kiosk. The interactive display resulted in 8000 engagements gathered over the duration of its installation.
“Life’s all got a bit serious lately, hasn’t it? We seem to be on this endless treadmill – work, kids, trying to keep it all together,” commented Charlotte Adorjan, executive creative director at TABOO.
“These lollies won’t solve the world’s problems, but they will make life just a touch sweeter for a moment or two. And right now, we think that’s worth its weight in gold.”
In addition to the activation, FUNDAY invested in several colourful billboards erected in Brisbane, Melbourne and Sydney.
Visually, the billboards follow the same principle: repeated references to “‘adulting’ moments” that are interrupted by a much-larger “Lollies” label, with an image of a FUNDAY lolly packet and the tagline, “Pop some fun in your day”.
Overall, the campaign was designed to remind consumers that indulging in one’s favourite sweets doesn’t equate to “compromising on health”, according to FUNDAY’s founder, Daniel Kitay.
“Our goal is to show people that treating yourself doesn’t mean compromising on health,” Kitay said.
“This campaign, created in partnership with TABOO, reminds Australians that joy can be simple. Sometimes, it’s as easy as a few minutes with your favourite lollies.”
The platform’s OOH materials are expected to be displayed on digital platforms and in urban locations containing high volumes of traffic.
News of TABOO’s work with FUNDAY comes less than a week after it was announced that the indie agency’s team grew with the additions of Ryan Clayton as creative director and Jacqui Walker as creative operations director, marking the first set of important appointments made by Adorjan.
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