EXECUTIVE CREATIVE DIRECTOR

I love the absolute simplicity of this campaign. In essence we just changed the spelling of Dairylea to Dare-ylea and suddenly we had a really sweet, family focussed activation idea, which parents adored.

Creating a campaign around silly dares in pack just opened up a world of fun. I then wanted the art direction to be as playful as the idea so we created a life sized, paper craft world.