Rowntree'sFree the Fun

Rowntree's wanted to increase awareness and consideration of its ice lollies during summer 2025 by bringing its Free the Fun platform to life across the LADbible network.

The creative idea came from a simple observation: as people get older, everyday life offers fewer opportunities to be playful.

We wanted to give young adults permission to reconnect with their inner child, turning an ordinary moment into something unexpected and fun.

I produced an experiential activation at King's Cross in London, transforming a busy public space into a playful racing experience designed to bring Rowntree's Free the Fun campaign to life.

Alongside the activation, I oversaw the content production, coordinating the location, crew, cast and filming while managing the logistical challenges of shooting in a busy public environment.

We also brought influencers to the activation to create content for their own channels, helping amplify the campaign beyond the event itself. The resulting content was distributed across LADbible and the influencers' platforms, extending the campaign's reach to wider audiences.