Branded game turning farm life into play

Milk comes from the supermarket, not from a farm. For many people, the origin of food has become abstract.

While Campina stands for transparency, craftsmanship, and care, those values are hard to communicate through packaging or campaigns alone. The challenge was to turn a complex story about agriculture, sustainability, and farmers into something people could experience, not just understand.

Farm life is not always easy to explain, especially to children between seven and ten years old. Topics like food production, animal care, and sustainability can quickly become abstract or overwhelming.

"Seeing, touching, and asking questions would be more powerful than any message."

The insight was that real connection happens on location. By opening farms to the public, Campina could turn its values into lived moments, especially for families and children. Education wouldn't come from explanation, but from interaction, observation, and play.

The Campina adventure farm: a completely new, digital branded experience that extended the Campina Open farmdays online.

In this environment, children and parents discovered together where dairy comes from, how Campina dairy farmers care for nature and sustainability, and how dairy contributes to a healthy and active life.

The Campina adventure farm focused on playful education through short, clear, and inviting branded games. To bring the story to life, we introduced the 'Farm Buddies' (Boeren Bengels), characters like Lavezzi. They took children on an engaging journey through the Campina world.

Both physically and digitally, they were the face of this activation. Discovery was immediately rewarded. For parents, we built a safe space where they could actively think and play along with their children, further strengthening the overall brand experience.

By inviting families to actively participate rather than passively observe, the activation strengthened the connection between Campina and its audience. The combination of digital interaction and physical presence created a unified brand moment designed to be remembered beyond the event itself.