Technology Awards Case Studies Brand Strategy

A good look at Campbell’s Company of Canada and Zulu’s ‘Goldfish’ AR lens


By Awards Analyst | writer

December 7, 2022 | 6 min read

Campbell’s Company of Canada and Zulu Alpha Kilo won Most Effective Use of Social Media at The Drum Awards for Digital Industries 2022 for their ‘Goldfish focus faceoff lens.’ Below is a breakdown of the victorious digital campaign.

goldfish lens

Campbell's Co. of Canada's 'Goldfish focus faceoff lens' / Credit: Campbell's Co. of Canada

Is your attention span shorter than a goldfish's? The ‘Goldfish focus faceoff lens,’ a Snapchat AR lens created by Zulu Alpha Kilo on behalf of Campbell’s Company of Canada, could help you find out.

The brief

Flush with the new, limited-time Flavor Blasted Kravin Ketchup Goldfish ketchup, Campbell’s needed to capture the attention of its target audience: children aged 13-17.

This particular demographic isn‘t very interested in TV, and they generally ignore traditional advertising. That meant the brand had to take its new product to these consumers where they can be found: on their phones. Enter Zulu Alpha Kilo, a Toronto-based indie agency, commissioned to create a gamified Snapchat lens. It would be the first of its kind in Canada.

The idea

On its surface, the idea of the lens was simple. It challenged consumers to concentrate on a Flavor Blasted Kravin’ Ketchup Goldfish for exactly nine seconds – the attention span of a real goldfish. The game included distractions, like an alarm, a chat and a low battery notification, as well as a promo code for the product.

The game competed with other Snapchat games, not to mention the innumerable other platforms at users’ fingertips. In order to stand out, the team built something completely novel: facial mesh and eye-tracking technology that sensed when a user looked away, blinked or tapped their phone.

The longer players kept their eyes on the fish, the better their score. Once complete, they could post their score to their Story, or play again.

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The results

The ‘Goldfish focus faceoff lens’ grabbed the attention of scroll-happy teens everywhere. During the one-day national takeover, the brand reportedly saw over 27,000 Snapchat shares and an average of 22 seconds of playtime (103% higher than Snapchat’s historical 11-second average).

One thing is for certain: if the campaign is compelling enough, humans will absolutely have a higher attention span than a goldfish.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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