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"). In a limited edition with special technology, this book 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 Only in Sunlight
VML Brazil stimulates families to explore outdoor activities in a truly innovative way
Client
- Perfetti Van Melle
Office
- Brazil
Getting these 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 and Gabriel Carletti
Creative Director and Associate Creative Director at 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 that 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.
Please provide your contact information to continue.
Related Content
Fanta
Fanta Mystery: The Most Fun and Spooky Halloween is Here!
An unmissable campaign with new flavors, exclusive experiences, and the enigmatic world of Beetlejuice.
Read Case Study 
Visa
Ourocard Visa warms up the crowd for the Paris 2024 Olympic Games with activations that are "A cara do brasileiro"
The campaign will spread murals, a giant caramel dog and fake out of homes across the country, including communities in Rio de Janeiro and São Paulo.
Read Case Study