"The Outside Book," a limited-edition book by Fruittella, uses photosensitive ink to encourage outdoor play. Indoors, the pages appear blank; outdoors, sunlight activates the ink, revealing colorful stories and illustrations. This innovative approach aims to inspire families to spend more time outside together.
The book launch involved an activation at Ibirapuera Park in São Paulo, the city's most important open-air public area, inviting children to play, explore the book's functioning, and win prizes after participating in the brand activation. The event was open to the public and also focused on bringing in local kids & family KOLs.
Developed by VML Brazil, the project reinforces Fruittella's "Power of Yes" positioning, transforming a mundane "no" into an exciting "yes." Victor Castelo and Gabriel Cartletti, VML's creative directors, explain: "Getting children away from screens requires something highly interactive. Here, sunlight is our ally."
Angelina Perrin from Fruittella emphasizes the importance of daily family moments: "The 'Power of Yes' in small actions, like taking a break to enjoy time with children—playing or sharing stories—is crucial, always accompanied by the unforgettable taste of Fruittella."
