Advertainment is a relatively new trend in marketing, "advertainment" - a mix of advertising & entertainment - was brought to life in a joint project with one of the local kids' brands manufacturers. The project consists of a 10 minute cartoon and 3 fairytale books plus comics. The package design is based on interactivity - one side of the pack includes characters from the cartoon/books, the other side has puzzles aimed at building an emotional connection between the young consumers and the brand.