Greens
The Magic of Green’s
Role: Account Service / Strategy Lead / Creative Direction
Format: Transmedia Campaign
Context
Developed as a group assignment, this campaign explored how Greens could foster meaningful family experiences in a digital-first world. The overall objective was to position Greens as a brand that helps families reconnect through screen-free baking moments.
The Group Challenge
Families today face increasing digital distractions. The team’s goal was to create a transmedia campaign that combined product experience with storytelling to encourage connection and play.
Insight
Parents want products that offer emotionally rich, screen-free experiences while saving time. Engaging children in baking can strengthen family bonds and create brand loyalty.
The Idea
"The Magic of Greens" positions the brand as a memory-maker. A hero story is extended across six platforms, encouraging families to bake, play, and share.
Execution:
(Some of these were theoretical executions, as we only had to create 3 executions.) See the italicised text as to what is executed below.
Interactive Packaging
Drawing Competition
Hashtag Campaign (#GreensandFamilyScenes)
Child-Safe Collectible Cooking Tools
Shopping Centre Pop-Up Baking Events
Family Recipe Sharing Hub
Video Advertisement
My Role
Led strategic planning and campaign narrative development.
Drafted key messaging and copy across social and interactive channels.
Coordinated integration between the hero story and transmedia extensions, ensuring audience insight guided creative execution.
Collaborated with teammates to maintain consistent brand tone and experience across platforms.
Reflection
Working on a group campaign allowed me to apply Account Service skills in strategy, planning, and messaging, while also collaborating on creative execution. If expanded into a professional campaign, I would focus on testing platform engagement and optimizing interactive experiences for families.
Hashtag Campaign (#GreensandFamilyScenes)
Instagram Carousel
Video Advertisement: Storyboard
Shopping Centre Pop-Up Baking Events
When & Where
Launching in August 2025, the “Enchanting Baking Experience” pop-up will your major shopping centres in Melbourne, Sydney, and Brisbane, each activation running one weekend (Friday-Sunday).
What the Audience Sees, Hears, and Does:
Families enter a vibrant, welcoming kitchen-themed space bathed in warm, natural light and soft, fairy-tale inspired colours (soft greens, creams and golds). Large, illustrated panels depict whimsical stains of children baking alongside magical creatures. Including dragons, sparkles and flying flowers, tying directly to the campaign storytelling. Gentle instrumental music with light chimes plays, enhancing a magical, joyful atmosphere.
Children and parents are invited to participate in guided baking workshops using greens, baking mixes and child-safe collectible cooking tools provided on site. The workshops emphasised shared screen-free time, creativity and laughter. Flour fights are encouraged! After baking, families gather in a cozy memory corner with bean bags in storybooks where they can listen to nostalgic family baking stories and share their comments, reinforcing emotional connection.
Interactive elements include a Greens' baking board game integrated into the packaging. Available for families to play post-baking, extending the story from the kitchen to playtime. A digital photo booth with whimsical filters, including dragon wings and sparkles, invites families to capture and share their moments instantly on social media with the hashtag #GreensandFamilyScenes.
Why it’s novel & linked to the story idea:
This activation is not just a baking workshop, but a fully immersive family bonding experience that brings the campaign's core narrative to life, turning baking into magical shared moments beyond the kitchen. It appeals directly to the parents’ emotional needs for meaningful connection and playful creativity, offering a tactical multi-sensory break from screens. By integrating storytelling play and hands-on baking, Greens positions itself uniquely as more than a product; it's a memory maker, fostering joyful family scenes in real time.