Working with Four Agency, we created and delivered a full end-to-end experience over a two-day period to promote Childcare Choices. The campaign aimed to raise awareness of the financial support available for childcare and benefits of formal childcare on children’s development and school readiness.
The challenge was clear: awareness of the offer was low, and the information around eligibility and access weren’t reaching the families who could benefit most.
Our insight was simple but powerful: parents, are always looking for ways to keep kids entertained. What if we could turn that need into a vehicle for engagement and awareness?
From concept to build, we created a playful, hands-on experience at Manchester Arndale, centred around a bespoke illustration by beloved children’s author and illustrator Nick Sharratt. The artwork was revealed piece by piece through a collaborative jigsaw activity, inviting families to come together and solve it.
As the puzzle came together, it gradually revealed a vibrant artwork reinforcing the “30 funded hours” message. It was playful, collaborative, and memorable, giving parents an activity to enjoy with their children while keeping the childcare message front of mind.
We built the activation with press and community engagement at its heart. A time-lapse film captured the puzzle coming together, packaged as “children complete puzzle in 30 hours.” Families struck poses in a branded photo moment, shared them online, and took home printed keepsakes and tote bags to continue the conversation.
The result: a piece of interactive public art that sparked joy in the shopping centre, spread organically across social media, and ensured the 30 funded hours offer reached far beyond Manchester.
Client
Four Agency
Our Role
Creative Concept
Set Design & Build
Social Content