Real-life kids including train-obsessed Freddie and equestrian gymnast Ellie show off their "thing" in a new global campaign from Britvic drinks brand Fruit Shoot that celebrates kids' creativity. Running on TV in the U.K. and on social media, the ads are set to an energetic dance soundtrack and show the kids, who aren't actors, joyfully taking part in the activity they love.
The campaign, by Iris, is based on insight amongst a target audience of "pragmatic parents" that revealed that pressures from society are limiting children's ability to express themselves and preventing them from finding the thing they really love.
Kirsty Hunter, brand marketing director at Britvic, said in a statement: "Parents told us they feel the category, as well as wider marketing and culture, feature stereotypical and one-dimensional imagery of 'perfect' children and families which doesn't represent them and we felt we had to respond to that. This is a real step change, not just for Britvic, but for the whole category."
As part of the campaign, FruitShoot's U.K. Facebook page will act as a forum for parents to share ideas for encouraging child creativity and individuality with content from parents, ambassadors and experts. Andy Taylor, executive creative director at Iris, added: "Both the research and our experts' advice revealed the importance of kids discovering their passion and we managed to find some amazing children who are living proof of how positive this can be for their wellbeing and confidence. We hope by highlighting these kids in the campaign, providing advice from our experts and offering a forum to provide inspiration we can help parents to encourage their children to 'find their thing'."