Cheestrings

Agency: Fallon London

Cheestrings are made for on the go, and whatever happened to kids going outside for an adventure?

We took the classic favorite in the UK and worldwide and used it to launch “The Brave Bones Club,” a campaign that turned calcium into a call to action. A deliciously weird world built to get kids moving again. Treehouses, wall climbs, backyard quests, and of course a giant talking Mr. Cheese.

Our online basecamp gave kids a place to collect badges and patches as they completed real-world challenges. A snack with calcium became a club with courage, and kids loved it.

Directed by Luc Schurgres