Eatmagination

Campaign idea

- Today kids have more eating disorders than ever before from anorexia to obesity. Many parents push their kids to eat more calories or took sugar totally out of their diet depending on the disorder. Lowering children’s self-esteem even more by pinpointing the disorders. S-market, Finland’s biggest grocery store chain, wanted to change how families thought about nutrition. Instead of hard lines of good and bad food we wanted to bring balance to eating habits. To give parents tools to communicate with their kids we created a world of plushies and animated stories about Eatmagination. For us healthy eating is diverse eating.

Brand name: S-market
Advertiser / client: SOK Media
Product / service: S-market
Campaign name: Eatmagination
Agency network: TBWA WORLDWIDE
Agency: TBWA\Helsinki
Additional company: SOK Media,, Carat Finland, Troll
Creative director: Jyrki Poutanen
Art director: Joni Furstenborg, Sami Kelahaara, Carl-Erik Mosander
Copywriter: Martta Kallio, Sini Teppola, Lauri Gran,
Account director (agency): Taneli Mattelmäki, Nina Immonen
Media director: Juha Halmesvaara, Kaisa Rissanen, Veli-Pekka Ojamaa
Additional company: Teija Järvinen, Susanna Gustavson, Annikki Rosander, Jaana Lahtinen, Lauri Toivonen, Janne Lehtinen, Terhi Vaalavuo, Anni Tammenaho, Jenni Tuunainen, Mika Sylvin, Hanna Karlson, Anna Lahikainen, Ville Rutanen, Joonas Vähäkallio