The task To help BILLA (Austria's biggest foot retail chain) to relaunch their kids food line BILLA 4Kids. Our work included to develop and redesign the corporate identity, characters, packaging as well as to relaunch their website www.billa4kids.at and the corporate kids magazine Bil & Lara. In May an advertising campaign will air, which we are currently working on. www.billa4kids.at
The problem BILLA 4kids offers a range of healthy kids food. The brands magazine and website aim at teaching kids a healthy lifestyle. The problem; kids don't really care about those topics. The old brand made things even worse by addressing the kids in a schoolmasterly way. So we had to give the brand a state-of-the-art appearing in order to get the attention of our target group. This is what we did:
the old characters… Bil and Lara failed to appeal to the kids. We needed characters kids would relate to.
The new Bil and Lara We changed Bil, Lara and their dog into superheroes.
that is closely related to the brand. Bil and Lara live in the supermarket where they fight a gang of bad guys like Mr. Sugar or Mr. Grease. We developed a story…
The new Bil&Lara magazine In order to give both - boys and girls - the stories they want to read we split the magazine in a boy magazine and a girl magazine. In close cooperation with our producers in China we were also able to provide each magazine with the newest and coolest games and gimmicks.
The new website BILLA 4kids.at gives kids what they want when surfing the internet: Fun, games and entertainment. But between the lines we always communicate the brands core message of living and eating healthy.
The task Minopolis is a theme park for kids, were kids can play being adults. The can try out different jobs like being a doctor, fireman or journalist and even earn their own money. Minopolis offers a cool and unique experience to the young visitors. But their communication needed a make over.
The solution We gave the setting a dramatic look that promises action and fun to our young target group. The claim pushes the idea by asking Are you ready?