After making confectionery for over 100 years, to Double ‘D’ it’s never just been about the sweets.
It’s about the moments they create. The small, unexpected bursts of joy that can turn any moment into something sweeter.
We partnered with the team at Double ‘D’ to bring this philosophy to life in a way that was real, human, and infectious… Sweet Squad, assemble!
A feel-good activation designed to show up where people least expect it, the Sweet Squad hits the streets to hand out sweets, spark connection and create moments of delight. From roses to handwritten notes and everything in between, it’s about creating genuine interactions that leave a lasting impression, long after the sweets are gone.
From concept to rollout and everything in between, we worked with our friends at Lifestyle Lab to take Double ‘D’s powerful brand ethos and translate it into something people could see, feel and be a part of.
From bustling city streets to pop-culture moments, the Sweet Squad has appeared across Flinders Street Station, Sydney CBD, Richmond Station, the Gold Coast, Brisbane and Fremantle, meeting people on their daily commutes around Australia and turning everyday moments into something a little more special.
The Sweet Squad has quickly become so much more than just a campaign. It’s a movement of feel-good energy that continues to build momentum, support, and engagement with every new location. The response has been exactly what we hoped for: smiles, surprise and many requests for where we should spread sweet moments next!
And this is just the beginning. With more cities, more moments and more sweetness still to come, the Sweet Squad is set to keep showing up and spreading the kind of energy we could all use a little more of. Stay tuned!
