HARIBO
A Haribo mural to remind students to embrace their inner child and emotions.
BRIEF
TARGET: College kids
WHAT THEY THINK NOW: They’re like any other gummy’s….there is no differentiating factor or value proposition.
WHAT WE WANT THEM TO THINK: Escape and be a kid again.
STRATEGY PROPOSITION: A campaign that visually communicates how Haribo transforms you back to those happy moments.
TONE OF VOICE: We're talking to college kids who have to be responsible.
PROPOSAL
As students transition from the comfort of home to the challenges of college, the sudden expectation to navigate adulthood can feel overwhelming. Balancing academics, building new friendships, and making big life decisions often creates stress and uncertainty. This campaign offers a gentle escape from those pressures — a space that supports mental well-being and encourages students to reconnect with their inner child.
COLLEGE ZINE
Circulate a college zine that blends clean, well designed layouts with hand-drawn, messy pages, mirroring the in-between state of college life—half adult responsibility, half childlike chaos. Each spread highlights self-care reminders and practices inspired by activities that brought joy as kids (e.g., dancing, writing in your diary, doodling etc.)
Each zine page has a QR code linking to Haribo’s Instagram, where students can share their inner child moments and join challenges to win Haribo gummies. #HariboDancingQueen, #DearHaribo, #HariBobRoss.
COMMUNITY MURALS
