Woolworths Bricks Home was a collectibles campaign launched across Australia and New Zealand, designed to bring a sense of play to everyday shopping and drive participation in the promotion. The idea turned familiar household items, like bananas, coffee machines and frypans, into Bricks using a distinctive glitch transition across TV, OOH, social and in-store. My role was to shape campaign messaging that balanced Woolworths’ fresh food credentials with the fun of collect, build, play, ensuring the idea translated clearly across multiple touchpoints and encouraged customers to engage with the promotion as part of their everyday shop.