Traffik's brief in collaboration with Gate 7 was to launch the campaign to Australia via an activation that engaged, inspired and educated families about the experience pillars California has to offer - cuisine, luxury, entertainment, family and outdoor adventure - and physically demonstrate that California is a playground with a plethora of hidden treasures outside of the clichéd theme parks, big cities and beaches. A key objective was to highlight the compact diversity California has to offer, showcasing that whatever you're into, California has experiences that appeal to everyone.
The overarching campaign switches the family roles - letting kids rule the vacation while the parents come along for the fun. Therefore the strategy of the activation centred around generating the interest of the children themselves. To bring the Kidifornia campaign to life, we created a larger than life interactive digital colouring-in wall showcasing California's top family experiences, activated at high profile family-centric locations across Sydney and Melbourne.