PPAI Pyramid Awards | Must Read Silver Winner WHOOPLA WHOOPLA helped Agency Guacamole and Matrix hair care invite 125 social media influencers to try the Unbreak My Blonde hair care product line and post about it to generate buzz. The client wanted an interactive “Break in Case of Hair Emergency” box, similar to a fire alarm box. The emergency glass component raised safety concerns, but the WHOOPLA team came up with a paperboard box with perforated lid and custom insert tray to hold the products. The box was fully sealed, so the only way to open it was to “break” the top of the box, which was designed to “break” in a shattered glass pattern. A small mallet was included to enhance the experience. The campaign reached nearly 4 million people through high engagement on TikTok and Instagram, with over 400,000 views for the top TikTok video. Educational Programs Gold Winner Arid Zone Arid Zone designed Kinder Kits, a bright and engaging collection of resources for 3-year-old children, for the Victoria State Government Department of Education & Training in Australia. The kits were distributed to about 60,000 kindergarten students to encourage learning at home through play. An expert panel evaluated the kit packaging and contents to ensure that everything was age-appropriate, safe, engaging and inclusive, and the multi-use activity case was designed to be both robust and light enough for a child to carry. Contents included colored markers with washable ink, a whiteboard panel and eraser, and an animal magnet puzzle – all intended to help recipients develop language skills, social skills, emotional expression and creativity. Feedback from Early Childhood Services and recipient families was extremely positive, and funds have been approved to extend the program for two more years. PPAI • MARCH 2023 • 45
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