The Execution

This wasn’t just another educational campaign. This was a modern health message wrapped in the nostalgia of a beloved nursery rhyme—with a surprising twist.

At Potters Field Park, against the iconic backdrop of Tower Bridge, we reimagined Humpty Dumpty as a larger-than-life visual metaphor for the fragility caused by poor childhood nutrition.

The Installation

Perched atop a crumbling brick wall and visibly cracked, our 3-metre-tall Humpty Dumpty sculpture sat sadly slumped—an unmissable sight for visitors, families, and commuters passing through Potters Field. Wearing signature Petits Filous colours and an expressive, weary face, this Humpty didn’t fall off the wall… he simply didn’t have the strength to stay upright.

At his feet, a Petits Filous yoghurt pot served as a subtle but pointed symbol: a small change with big protective power.

The set design included wildflowers, ivy and hand-painted bricks, blending storybook charm with real-world grit—reminding viewers that fairy tale fragility is becoming a modern-day reality.

The Message

On-site signage guided visitors through the story—highlighting the risks of calcium and vitamin D deficiency and calling attention to the decline in children’s bone health. The installation educated passers-by, combining visual storytelling with accessible facts and clear calls to action.

Media & Talent

To bring warmth and voice to the campaign, children’s author and musician Tom Fletcher joined the activation as its official ambassador. Tom captured content live from the event and shared it with his broad parent-focused audience across social and traditional media.

His involvement brought an added layer of trust and relatability, transforming an awareness campaign into a family moment worth remembering—and sharing.