Cheat Codes
The activation was designed to stop shoppers in their tracks, inviting parents into a bold, immersive booth experience where real parenting moments were captured on camera and transformed into authentic campaign content.
- Retail Activation
- Brand Experience
- Consumer Campaign
Activation Days
Videos captured
Major Prizes Awarded
The Brief
We partner with Mars United to bring their “Parenting Cheat Codes” campaign to life in the heart of one of Sydney’s busiest retail destinations — Westfield Parramatta.
The goal was to stop shoppers in their tracks, spark genuine connection with parents, and create a shareable content to be used in future TVC and Social campaigns.
The Experience
The activation centred around a fully branded walk-in booth — a bold, green cube with a neon-lit arched doorway, topped with a giant golden pineapple — inviting parents to step inside and share their most brilliant, hilarious, or hard-won parenting tips on camera.
From bedtime hacks to getting kids to eat their vegetables, the booth captured real parenting moments from real people — turning everyday chaos into content.
A branded host counter positioned at the front of the activation engaged passing shoppers, encouraged participation, and managed the flow of families into the booth. Signage panels around the space communicated the campaign message with warmth and humour, drawing in foot traffic from across the centre’s atrium.
The result was an activation that felt as playful as it looked — stopping families mid-shop, creating genuine laughs, and building authentic brand connection in one of Western Sydney’s most high-traffic retail environments.
