CAMPAIGN STORYBOOK
An award-winning storybook that turned healthy eating advice into something families keep, translated into multiple African languages.
As Art Director and Illustrator at Boomtown Agency, I led the look of Sam Dreams, a recipe storybook for Nestlé’s Healthier Kids campaign. It’s a story to read aloud, with recipes to cook together, and warm, culturally specific illustrations that feel like home. We designed it as something a family would keep, not a giveaway.
PROBLEM
Awareness alone doesn’t change what a family eats. Nestlé’s Healthier Kids campaign needed more than influencer-led digital content: something physical, useful and lasting, across several African markets.
SOLUTION
A children’s story with recipes inside. Sam is a young inventor whose big dreams end in crashes and bangs, until his sister invites him into the kitchen and he finds his real talent. The book ends with recipes from a real chef for parents and kids to try together.
BEHIND THE WORK
Challenges & Wins
The challenge was making nutrition advice something families would actually keep in the house. We combined physical play with digital access, and we made the illustration culturally specific, so children and parents would see themselves in the story.
It started as a local campaign activation and grew into a pan-African educational tool. The book won an award, was translated into multiple African languages, and became a permanent household object, which is one of the clearest examples I know of creative work earning a lasting place in people’s lives.
