Fruittella has launched an innovative children’s book that introduces a unique way to encourage outdoor fun: "Lá Fora é Mais Legal" ("Outside is More Fun") features a special technology that only reveals its pages when exposed to sunlight, providing a playful and engaging way for children and their families to explore the world outside their homes.
Fruittella Creates Children's Book That Reveals Its Pages in Sunlight
VML Brazil inspires families to engage outdoor activities and togetherness
Client
- Perfetti Van Melle
Bureau
- Brazil
An innovative campaign that emphasizes positive family interactions and outdoor play to counter screen time
Getting children to put aside their cell phone, TV or tablet screens to play outside is only possible if you have something very interactive. In this case, sunlight is our ally
Victor Castelo & Gabriel Carletti
Creative Director and Associate Creative Director, VML
In an era where children are increasingly connected to screens and spending long hours indoors, the challenge is to revive the joy of outdoor play. Fruittella recognizes these experiences are crucial for children’s development and aims to motivate parents and kids to step outside and enjoy what nature has to offer.
The idea stemmed from the need to promote quality time between parents and children, strengthening family bonds and creating joyful memories. Fruittella is inspired by the belief that outdoor fun not only enriches childhood, but also prepares children for a more balanced and healthy adulthood.
The concept behind "The Outside Book" is to provide an innovative experience that combines learning and fun. With the technology that reveals the book’s pages only under sunlight, Fruittella encourages outdoor exploration while promoting a new way of family interaction and discovery.
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