The concept of this campaign was inspired by the way children eat animal crackers: viciously.  This is the one snack where kids are actually expected to play with their food. While this campaign is mainly geared towards adults rather than kids, the crime scenes shown in the ads will give parents a sense of what it’s like to have an imagination as crazy as their kids. My mission here is to communicate the act of purchasing Barnum’s Animal Crackers is also an act of playing along with his/her children.