How many colours does creativity have? Nestlé Australia assures that there are at least eight of them. In it’s new project for the Smarties confectionery brand, the company invites kids and their patents to get inspired by the vibrant palette of the sweet drops and create something together.

To spread the idea, Nestle collaborated with JWT Sydney, which developed a nice campaign, dubbed «Smarties 8 Colours of Fun», now rolling out on Facebook and YouTube. The brand invited eight artists from a mix of fields (dancing, sculpture, music, choreography and photography among them) to team up with eight imaginative kids to carry out the same number of themed art projects, dedicated to one of the chocolate dragée colours.

The campaign was kicked off with the project blue, which features Jonathan (a kid) and Raymond Wassef (a musician), who combine their creative insights to compose and record a new song about an underwater wonderland.

«We wanted to use Smarties colour to inspire parents and kids to be creative and above all, have fun. The journey each artist and child takes to create their artwork is just as captivating as the final piece itself,» commented Angus Hennah, executive creative director of JWT Sydney.

Parents also can tap into the campaign by downloading a pdf file form the brands Facebook page and read a short, but informative guide on how to make some simple things together with their kids. In the ‘blue section’ they can now find a description on turning a tissue box into a rubber band guitar. There are seven more colour-inspired art projects to come soon.