We partnered with Australian kids’ TV show dirtgirlworld (about getting out into the backyard and getting grubby, growing food and playing), and made gardening into a game.

We created a product range of organic plant seeds that are now sold nationally through BIG W (a giant Australian supermarket chain) and online.

Never before have natural seeds come with such fun growing instructions. We used the point of sale media of the packets themselves to drive traffic to the mobile app, which lived on iTunes App store. We used the app and seeds to launch World Planting Day, which saw hundreds of Australian schools respond by adopting the idea for education. dirtgirlworld has even seen Clarence Valley Council in Australia adapting their waste management project and branding all their recycling waste trucks with messages to get local kids growing their own food and sustainable thinking. The response to this activity has helped the dirtgirlworld brand grow beyond the TV screen and into gardens and schools. The mobile app has helped dirtgirlworld pick up a digital Emmy.

These seeds come digitally enhanced with a free mobile app and seed marker, which contains an AR code. Plant the seeds and the marker and a 3D dirtgirl appears on your phone or tablet to talk you through everything you need to know about growing food. To keep it fun, as the plants grow, so does the app, releasing new content and songs, and when your seeds have grown into food – recipes. The more you play, the more interactive goodies you unlock, including badges and music videos.

Effectively, we’ve turned nature into a mobile powered game.

Because the dirtgirlworld brand promotes sustainability and healthy eating – we created a branded activity for kids and parents to directly engage with these brand values.