Sometimes kids are just wiser than us adults. They see things we don't see. They learn things we'll never learn. They grow up in ways we could never imagine. Because "when you're small, it's easier to think big."
KiwiCo empowers children to think big with the incredibly inspiring STEM-based crates delivered to them every month. As a company believing in the value of creativity at all ages, KiwiCo knows that the children of today are the innovators of tomorrow and has partnered with agency Third Date to release the beautiful spot below.
Following a chat with Third Date and Director Sage Bennett, today we are getting Behind the Idea to learn more about how this campaign came to life, what it means for the KiwiCo brand, and why it matters so much.
What was the brief?
Third Date (agency): KiwiCo truly believes small sparks of curiosity today can lead to big changes tomorrow. They had a strong new brand tagline, Small Today. Big Tomorrow. And they asked us to bring that line to life.
How did the initial pitch/brainstorming phase go?
Third Date (agency): It’s a super fun territory to play in: exploring how teaching a kid to problem-solve today can impact the world tomorrow. So we presented a lot of ideas with a variety of different brand tones. Some of them more playful or with more of a narrative story. And ultimately, considering the world at large, it felt like the right moment for the brand to make a bigger bolder statement piece about the power of small.
Tell us more about the concept. How did it come to life, and why was it the right choice?
Sage Bennett (Director): The concept is “Small Today. Big Tomorrow.” The film explores the parallels between the little moments of kids innovating now, and how those problem solving skills they’re learning today will be used to create a better tomorrow.
Third Date (agency): Sometimes it’s scary for brands to step up and make big statements about culture. We realized that there’s a huge opportunity to make a bolder statement for the brand when it comes from the voices of kids. KiwiCo really respects kids’ intellect in a way that’s incredibly refreshing for the space. So, the idea was to honor those kids who truly get what’s going on in the world today and celebrate their ability to make change, often beyond what adults can even imagine.
What was the production process like? What was the biggest challenge?
Sage Bennett (Director): The biggest challenge was shooting everything we needed in one day. We found an equestrian rehab ranch with home interiors, beautiful overlooks, a backyard, and wild climbable trees, that saved us from having to do any company moves.
What is one funny or notable thing that happened during the production of the campaign?
Sage Bennett (Director): We had a couple shots with a ladybug, and in order to get that shot, we had 100 ladybugs on standby. Despite being seemingly cute and mellow, wrangling a ladybug proved a lot more difficult than we thought. They are fast! It was quite comical trying to follow that ladybug as it climbed everywhere for those two shots.
What’s the main message of the campaign and why does it matter?
Sage Bennett (Director): Kids have so much wisdom to offer us adults, if we only made the effort to look at the world through their eyes. They do not see the limits we see, they see possibilities through curiosity, and if someone is going to show adults that the impossible is possible, it’s kids.
Third Date (agency): The world needs more problem-solving than ever. So KiwiCo decided to start small - teaching kids to innovate and problem-solve right now. By delivering hands-on, engaging experiences, KiwiCo hopes to spark those small moments of “Woah Awesome” moments today that can lead to world-changing “Woah Awesome” moments tomorrow.
It matters, because as adults, we all need a little pep talk right now. And when innovation meets the optimism of youth, we’re reminded that amazing things are still so very possible.
What is one unique aspect of the campaign?
Sage Bennett (Director): The campaign is a message from kids to adults. The kids are the leaders here.
Third Date (agency): The issue we’re highlighting have long been thought of as issues for adults. Stuff we think we need to shield our kids from. But they get it. They’re aware of the world at large and are eager to gain the tools to make it better. Namesake director Sage Bennett, was able to capture real, visceral moments of curiosity. And she took a really fresh approach in demonstrating how little moments of wonder in a child can pay off in those world-changing ideas later.
How long did it take from inception to delivery?
Third Date (agency): It took about three months from creative development to delivery.
What do you hope it achieves for the brand?
Sage Bennett (Director): We hope more parents use KiwiCo crates with their kids, and empower kids to innovate, create, and explore their curiosity.
Third Date (agency): KiwiCo’s products are meticulously designed, high quality, and inspiring. This was all about putting the brand’s mission into the world with the hopes that it resonates with young people, so they can reach future engineers and change-makers. Our hope is that it opens the door for more brands to elevate young people’s voices and start a cultural dialogue around the power of small.
Credit list for the campaign?
Talent: Juelle, Bryson, Bryan, & Marcilyn Jones
Agency: Third Date
Executive Creative Director: Todd Grinham
Executive Creative Director: Brittany Grinham
Copywriter: Brittany Grinham
Art Director: Todd Grinham
Senior Integrated Producer: Jessi Dana
Agency Account Director: Michala Dening
Production Company: Namesake
Director: Sage Bennett
Executive Producer: Tori Palmatier
Director of Photography: Sean Bagley
Producer: Natasha Cargill
Editor: Jame Dierx, Whitehouse Post
Finishing: Carbon VFX
Music & Sound Design: SOUTH Music & Sound