Norwegian entrepreneur Sten Kirkbak lost his 3 year old son Filip in a crowded mall for 30 minutes. Half an hour may not seem so long, but to Sten it felt like a lifetime. He knew he had to find a way to prevent this from happening again so he created FiLiP, a wearable smart locator for kids. Contrary to other locators, FiLiP is not solely made for monitoring your child. It’s created to give children the freedom they need to explore, discover and be kids. Together with FiLiP’s team and Leo Burnett in New York, me and my team set out to launch a campaign that would bring this wonderful brand promise to life. The Best Day Ever was born.
Under my creative lead, we created a fully integrated interactive experience, combining live action with digital interaction across all platforms. We took advantage of the product’s great features and showcased them inside of an uber-responsive web environment. Inside a second screen experience we enabled users to try the product firsthand while watching Rylee (the cutest 6-year old you can think of) embark on her Best Day Ever adventure in New York City. When users visited the platform, they were prompted to connect their mobile device to the interactive movie. Once the link was established, they were able to engage with a customized map of Rylee’s journey across Manhattan and become part of the story by taking the role of her dad on their own device. The cooperation with Google enabled us to leverage their maps and store locator features to enrich the overall experience. Users were enticed to explore hotspots, set safe zones, discover all the FiLIP features with Rylee during her trip, and send her personalized messages. This allowed the online audience to see what it’s like to interact with their kids through FiLiP.