Kelloggs have partnered with Crayola is month to make breakfast and snack time a little more creative!

With black and white packaging being released across major retailers consumers are given the chance to win one of five Family Crayola gift packs everyday.

The team from Sydney-based creative agency Kinetic are responsible for the conception and activation of the promotion.

“Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave us to go as minimal as possible was great validation of the idea,” says Creative Director Nate Martin.

The Colour & Win competition add to the fun of eating the breakfast cereal and snacks. The entrants can bring their coloured creations to life  through cutting edge, browser-based Augmented Reality.

We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser Augmented Reality for an FMCG brand,” says Martin.

“We’re particularly delighted to be partnering with Crayola for this campaign. As a first for Kellogg’s we’ve been able to strip the colour from our packs and hero our distinctive assets, whilst making sure shoppers can still  find us on shelf.” Says Felicha Hogan, Senior Shopper Activation Manager.

“In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily.”

“We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life,” says Hogan.