The launch of Sanitarium’s new Weet-Bix Bites marked an exciting new chapter for the Aussie breakfast icon. Where better to celebrate the occasion than at the mouth of another icon – the mouth of Sydney’s Luna Park? This was the first time Luna Park had made the space available for this kind of activity – and we were tasked, along with our partners, to create something truly eye-catching. The end result? A giant Weet-Bix Bites box, over 3m high and 5m long and weighing more than 800kgs. Every last detail was considered – from the realistic looking cereal to the plastic bag inside the box. The activation attracted plenty of attention and made sure these bite-size Weet-Bix made a big arrival.