GOLDFISH
AD: Erika Casales
CW: Evana Flores
A simple salted snack that is always happy to see you. Goldfish has been an iconic snack, playing a crucial role in virtually every childhood. They’ve coined one of the most memorable taglines “A Snack that Smiles Back!”, but the reality is, we’re not always happy.
In an effort to stay relevent amongst children ages 6-10, Goldfish will help children develop their emotional intelligence. Their message will play a bigger role in the American family with the new Smile Back campaign.
Special Edition Snack
During Mental Health Awareness Month, the Smile Back Campaign would kick off with a limited edition line. The crackers would keep their familiar shape, but will come in a new spectrum of colors, and for the first time ever, feature a range of expressions. The emotions will be labeled on the back and have a corresponding color so that kids can play with their food in a new way.
This is a standard Goldfish, Happy.
Happy will be acommpanied by some new friends.
During Mental Health Awareness Month, the Smile Back Campaign would kick off with a limited edition line. The crackers would keep their familiar shape, but will come in a new spectrum of colors, and for the first time ever, feature a range of expressions. The emotions will be labeled on the back and have a corresponding color so that kids can play with their food in a new way.
This is a standard Goldfish, Happy.
Happy will be acommpanied by some new friends.
Virtual Game
The Smile Back box will have a QR code which will lead parents and teachers to ‘Emoceans’, a game developed to take their child’s practice further.
The child will be prompted to create their Goldfish avatar which navigates the ocean in familiar settings such as school, home, and a few extracurricular activities. Other fish will occupy these settings as well, all in the various colors promoted on the packaging. Children will be able to interact with these fish who are experiencing emotions based on the color they are.
The object of the game is simple, help other fish be happy again. Smile back and try to get them back to their optimal color, orange.
The object of the game is simple, help other fish be happy again. Smile back and try to get them back to their optimal color, orange.
Children will be able to read and listen to the fish’s situation, and from there will be given various prompts that they can use to help craft their own response. Some prompts will be more helpful than others, and the fish will react accordingly.Animoji Response
Your child will be given the opportunity to complete the prompt in their own words. The response mechanism will use a combination of three technologies to create a unique learning experience: facial detection, voice recognition, and tonal recognition.
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Through facial detection their fish will speak as they will, similar to how Animoji’s operate. This allows for children to see their expressions, as if looking in a mirror, and correct themselves as needed.
Voice recognition and tonal recognition will analyze both the content and inflection in your child’s voice to determine create a realistic response from the fish they are helping. If the response does not correlate in substance or emotion, the fish will not revert to the color orange and the child can keep attempting to make them feel better.
Puppets+ AR
Once the child has made the ocean happy, they will be sent Emocean puppets to continue practice. Parents will be emailed a certificate of their child’s performance, along with transcripts and analysis of how their emotional intelligence may have progressed.
On the Emocean main page, children will be encouraged to use the AR theatre to re-enact some of the lessons they learned using either the crackers or the puppets. Parents can share their creations with #emoceans and Goldfish will share their favorite content.
Your child will be given the opportunity to complete the prompt in their own words. The response mechanism will use a combination of three technologies to create a unique learning experience: facial detection, voice recognition, and tonal recognition.
Voice recognition and tonal recognition will analyze both the content and inflection in your child’s voice to determine create a realistic response from the fish they are helping. If the response does not correlate in substance or emotion, the fish will not revert to the color orange and the child can keep attempting to make them feel better.
Puppets+ AR
Once the child has made the ocean happy, they will be sent Emocean puppets to continue practice. Parents will be emailed a certificate of their child’s performance, along with transcripts and analysis of how their emotional intelligence may have progressed.
On the Emocean main page, children will be encouraged to use the AR theatre to re-enact some of the lessons they learned using either the crackers or the puppets. Parents can share their creations with #emoceans and Goldfish will share their favorite content.