Western Union needed a way to engage their brand with Caribbean kids between the ages of 3 and 10. Because the target market was so young, we had to be careful with our approach to marketing to this age group.
After some brainstorming, we decided to develop a colouring book for the back to school period which was right around the corner. The storyline connects a young girl to her grandmother via Western Union, making the brand relevant and important as the connecting factor at the beginning and end of the story. Here are the two versions we developed: