Tags: Art Direction, Social
Goodman Fielder approached Reactive to help activate White Wings amongst Aussie mums during Easter. Our angle focused on baking with children, to strengthen bonds and foster everlasting sweetness.
We reached out to Charli (9) and her sister Ashlee (6), a Brisbane-based duo, who have amassed 500 million views (and counting) through their baking channel on Youtube. Working with a photographer and food stylist, the girls helped us whip up a batch of delicious content under the campaign theme, #SweetMoments.
The campaign’s marquee video, which shows the girls making Easter bunny pinata cupcakes, reached 200,000 views within 2 weeks.