Goldfish have been making families and friends smile for decades, but even under the sea we know that it’s not always kelp and rainbows.
The Snack That Smiles Back is known for its joyous spirit, yet as a brand Goldfish had never participated in a social cause.
We created a campaign giving children a platform to practice navigating emotions and the best ways to respond to them.
It can be hard to find the right words when dealing with our emotions - whether we feel happy, sad, or even scared. Our “Smile Back” edition of the beloved cracker, equips kiddos with new ways of exploring their feelings so they can be better friends to all.
This campaign is especially helpful for children - and adults - who are neurodivergent and struggle navigating social settings.
The Snack That Smiles Back is known for its joyous spirit, yet as a brand Goldfish had never participated in a social cause.
We created a campaign giving children a platform to practice navigating emotions and the best ways to respond to them.
It can be hard to find the right words when dealing with our emotions - whether we feel happy, sad, or even scared. Our “Smile Back” edition of the beloved cracker, equips kiddos with new ways of exploring their feelings so they can be better friends to all.
This campaign is especially helpful for children - and adults - who are neurodivergent and struggle navigating social settings.
SPECIAL EDITION SNACK
We created a product extension featuring a broader range of emotions that humans experience.
The list was featured on the box with a key to help parents and teachers explain these feelings and associated colors to children.
We created a product extension featuring a broader range of emotions that humans experience.
The list was featured on the box with a key to help parents and teachers explain these feelings and associated colors to children.
VIRTUAL GAME
The special edition boxes included a QR code guiding consumers to a new virtual game in the App Store titled, Emoceans.
The game is intended for children aged 6-10 and can be downloaded on any smart device.
The special edition boxes included a QR code guiding consumers to a new virtual game in the App Store titled, Emoceans.
The game is intended for children aged 6-10 and can be downloaded on any smart device.
In the game, kids can navigate through familiar settings such as school, home, and the park.
Various fish can be clicked on who are each experiencing emotions based on their color.
Once a fish is clicked on, they will explain an issue that they are having, and the child playing the game will be prompted to respond and assist.
Various fish can be clicked on who are each experiencing emotions based on their color.
Once a fish is clicked on, they will explain an issue that they are having, and the child playing the game will be prompted to respond and assist.
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Children can both read and listen to the fish’s situation, then select from a list of responses and practice finishing the line. Some responses are more helpful than others, and if the incorrect response is chosen, the other fish will react accordingly. |
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ANIMOJI RESPONSE
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Using a combination of Voice Recognition Software and pitch recognition software, the child is able to interpret and respond back in real time. The pitch recognition software determines vocal inflection-- which is very important when expressing emotion. Kids are encouraged to stay within a certain range when responding, aided with bubbles for intuitive observation. Parents and teachers can view children’s responses as they are recorded. |
PUPPETS & AR GREEN SCREEN
Completing levels on the game gives children the opportunity to order stuffed goldfish puppets which they can play with in real life.
Completing levels on the game gives children the opportunity to order stuffed goldfish puppets which they can play with in real life.
Digital AR green screens allow children to act out scenarios in a variety of environments, and record themselves experimenting with these new tools.
AD / Designer: Erika Casales
CW: Evana Flores
CW: Evana Flores