Their crazy robot dance moves. Their unorthodox hula-hoop styles. Their made-up jokes.

Even their cartwheel slash handstand thingies. Kids are pretty amazing little characters.

For a new brand campaign, Tip Top The One is helping feed and encourage kids’ amazingess. 

The bread, now softer than ever, has high fibre, vitamins, minerals and lower GI than regular white bread. And all the media space gives regular kids a stage to show off their weird and wonderful talents. 

Parents are invited to celebrate their kids’ quirky skills and show it to the world by simply taking a video and sharing it on Instagram, Facebook or Twitter using the hashtag #feedtheiramazingness. Every week Tip Top will award prizes to the best submission.

The campaign is brought to life through the talents of George, Elyssa, Solusz and Ariel. No child prodigies, just real, relatable kids, each with their own amazing talents, from crazy dance moves to rollerskating Kung Fu.

In addition to this, Tip Top wanted to show off everyday kids’ artistic skill to the whole of Australia. So for the out-of-home executions, more than 25 kids were invited to draw themselves eating their favourite sandwiches at school. 

Creative Director, Justin Ruben says, “Kids have all these amazing abilities, like burping the alphabet, hopping on one leg while singing or Kung Fu roller skating. We wanted to highlight the way Tip Top The One brings out all this amazingness in children.”

Graeme Cutler, marketing director for GWF said: “We wanted Tip Top The One to connect with parents in an authentic, emotional way. BMF solved that for us with the Feed Their Amazingness platform. We are very happy with the result, and looking forward to seeing parents engaged and sharing their kids amazingness.”

The campaign includes TV, digital, out-of-home, social media and content.