“We’re all growing up too fast these days; but we just want to be kids again so we can see the world with innocent eyes.”

During ethnography, parents told us stories of the magical moments when they connected with their kids.  The playfulness of these moments reminded adults how to play.  But the discoveries deepened when we spoke to 20-somethings.  They revealed a fear of growing up too fast, and the tension between the desire to stay young, and the pressure to be an adult.

Who is the guardian of playful innocence?

The team's moment of discovery was in metaphor; they found their purpose hiding in their product:  the crispy cookie protecting the soft, sweet innocence of the cream filling.  This discovery yielded a new positioning that dispensed with hollow category tropes (joy, connection, fun) and brought a new story-driven mission to the brand:  protect innocence by bringing play to the world.

Wonderfilled Goes Global By Adapting To Different Cultures

The creative agency developed the Wonderfilled campaign; but it would need to work in over 50 global markets each at a different stage of development with different expressions of innocence.  The campaign was designed for adaptation; global guidelines were socialized, and every market was facilitated in exploring their own cultural concepts of innocence.  As a result, the campaign shattered media conventions, and ushered the brand into the digital era as an icon of playfulness.