Situation: Families are spending less time outside. Australian children spend an average of 2.5 hours a day on screens, with 71% spending under 1 hour a day outdoors. 

Brief and Objectives: Create a gift-with-purchase for Cadbury Freddo for parents with kids aged 2-11. Freddo, a brand with a long-standing commitment to the environment, wanted to do something innovative that would encourage families to get outside and explore the nature around them.

Budget and scale: 90,000 copies of the guide were printed at a cost of $74,950.00 AUD, and distributed via 1,451 Woolworths supermarket stores. The guide is available from early 2023 until sold out.

Creative idea: Freddo, a brand with a long-standing commitment to the environment wanted to do something innovative to help get kids off screens and back into nature.

The Look Outside Guide is the world’s first activity book printed with a UV ink that is only revealed when exposed to sunlight. The guide is filled with engaging activities designed to reconnect children with the environment.

Our target audience was parents with kids aged 2-11 from all backgrounds. They want their kids to be connected with their natural surroundings and to experience nature like they did. While kids are inherently curious, with technological advancement, modern society limits the freedom to explore and kids are now disconnected with nature more than ever.

The Look Outside Guide is printed with a UV ink that is only revealed when exposed to sunlight.

The multi-sensory activities on each page are designed to get kids exploring nature, like Pond Wordsearch and Nature Bingo.

First Nations illustrator Kimberly Engwicht reimagined native flora and fauna in her own iconic style. The book was made with recycled stock and vegetable inks, this carbon neutral book is built around nature, to get kids back into it.

Via 1,451 supermarket stores, 90,000 copies of the branded guide made their way into family homes, driving consumers to the website to find out more about Freddo’s continuing conservation initiatives.

Thanks to one innovative activity book 90,000 kids said goodbye to screens and actually went outside.