To help guide mum on nutritional choices from conception to two years, we had a simple idea: create a world that looks good enough to eat. The idea came from an insight (also our tag line) that for children, Their world is built on nutrition. Our idea was to bring this to life, with real vegetables and fruit. A world where trees were made from broccoli, where picnic blankets were made from swiss cheese and balloons were made from cherry tomatoes. The world tapped into the imagination of kids young, and not so young as they played and enjoyed this world built on nutrition. Our idea was also to create a world of happiness and to cement the importance of nutrition. Even though we couldn't show our product on the site, we wanted to build the idea that nestle from conception to two years is the healthy nutritional choice.

We needed to cover our range of ages for the prospective target market so in the nutritional world we showed everyone from pregnant mums to infants to toddlers. We wanted to create a journey through the nutritional world so we created several scenes where different mums and kids interacted with their healthy environment. Many budget and technical difficulties were overcome, as the team worked through a shared vision. eg Due to budget constraints a motion control rig for the live action shoot was unable to be utilised. A custom strip of LED’s were engineered and programmed to scale up the miniature move 34 times in size. This was used as an inventive guide for the grips to manually track the camera and match the miniature camera moves as close as possible to their miniature counterparts.

The online video is currently running on youtube and will soon have a full media-plan.

It is extremely early days for results to be listed - and as this is a nestle brand awareness site, it will never be linked to pure sales per se - there are no product listings on the site, rather it is more of a socially responsible site provided to support and inform.

First response where it has been shared are extrEmely positive - with comments such as, "this makes me think of nestle as the healthy choice" "Every time I watch it I smile" and "I'd love to live in a world like that."