Kinder Time Machine
University Brief
About the brief
An experiential campaign that would strengthen Kinder’s emotional connection with adult audiences by moving away from traditional advertising and into interactive, memorable experiences, as the brand is often perceived as primarily for children. Therefore, I focused on repositioning Kinder in a way that resonates with adults by tapping into nostalgia, emotional memory and playful interaction (Ferrero, 2024).
Insight
Adults that grew up with Kinder Surprise and responded strongly to nostalgic triggers, making them highly receptive to campaigns that evoke childhood memories (indigital.rs, 2024). Kinder’s 92% brand awareness in the UK provides a strong foundation for simple, recognisable creative work (Statista, 2024).
Idea
The Kinder Time Machine is an experiential journey that invites adults to reconnect with the joy they felt opening a Kinder Surprise as children. Hopscotch paths appear across central London, leading people to QR codes that unlock personalised routes to decade‑themed vending machines. Each machine dispenses a Kinder Surprise containing a toy inspired by the 80s, 90s or 00s, creating a small but meaningful moment of rediscovery. The experience blends physical play with digital sharing, turning individual memories into a collective cultural moment.
Audience
Targets adults aged 25–35 who have fond memories of Kinder Surprise and are at a life stage where nostalgia resonates strongly. This group consumes chocolate frequently (Mintel, 2024b), uses social media multiple times a day and prefers short, visual content (indigital.rs, 2024). They enjoy low‑pressure, playful interactions that offer a brief escape from routine, making them ideal participants for a street‑level activation.
Strategy
Decade‑themed OOH sparks interest, hopscotch installations turn that interest into playful participation, and QR codes guide people to vending machines that deliver the nostalgic reward. Social media then amplifies the experience through short, visual content that aligns with dominant engagement behaviours (indigital.rs, 2024; Mintel, 2024a).
Creative
It Includes OOH executions inspired by iconic cultural moments of the 80s, 90s and 00s, recreated through original figurine‑style visuals to avoid copyright infringement. Hopscotch paths act as playful entry points, while vintage‑style vending machines dispense decade‑specific Kinder toys. Social content showcases hopscotch attempts, toy reveals and nostalgic reactions, creating a loop where participation fuels amplification.
The KPIs
OOH reach and footfallQR code scans (Mintel, 2024a)
Number of hopscotch videos uploadedVolume of user‑generated content
Social engagement (shares, comments, saves)
Vending machine visits and decade‑selection data
The project got a grade of 68
Portfolio
Social Media Ads, Out of Home ads, Metro cover and Radio script.
