The Natural Confectionery Co - Storybook of Real

With the curated lives of social media leading to 75% of Aussie parents feeling pressure to be unrealistically perfect, families were in need of some light relief. So alongside the launch of TNCC’s Go With The Real platform, we created Nat, the world’s first interactive ‘storybot’ – a digital storybook filled with the hilarious realities of gloriously imperfect parenting tales.

Built with AI, Nat curated a personalised storytelling experience to the reader, and once finished, invited them to submit their own tales to the ever-growing Storybook of Real. We charmingly brought the stories to life with illustrations in a fully integrated campaign that saw them become our ads, a filter and a GIPHY sticker pack. We got every famous parenting influencer to talk about it. And we even turned one of our stories into a live-action TVC.