The Brief
The Jewish National Fund (JNF) approached our team to help design, develop, and roll out one of their most popular community initiatives for 2026.
Designed for Jewish youth, “My Israel Passport” offers a fun, vibrant way to connect with faith, culture, and history. The goal? To get kids talking, trading, and learning all at once, while sparking meaningful dinner-table conversations about identity and heritage.
We set out to prove that tactile storytelling still held enormous power as a teaching and learning tool.
Would it be possible to generate genuine excitement among today’s tech-obsessed youth without relying on digital games or screen-based activations?
The Solution
To bring JNF’s vision to life, our team developed a fun, brand-aligned eco-system of promotional products: a custom passport, matching sticker packs, branded distribution booths, and eye-catching retail displays.
The heart of the project was a custom, Australian-manufactured passport, designed to imitate the look and feel of an authentic official passport. Importantly, our conscientious, experience-driven sourcing and printing methods kept costs as low as possible without damaging the quality of the final product.
To accompany the passport, we created a collection of six educational sticker packs, each focusing on a different area of Jewish culture, history and geography.
The program operated by distributing the passports directly to children through Jewish day schools, while children attending non-Jewish schools could easily pick up their free copies from designated community outlets. Corresponding sticker packets were offered at a number of participating retailers, kosher restaurants, and day schools throughout Sydney, Melbourne, and Perth.
Having delivered multiple family-friendly, game-like projects for clients over the years, we knew the campaign's longevity relied largely on the element of surprise. The six stickers in each packet were therefore systematically mixed and randomised during production, meaning no two packs were the same.
By turning school subjects into fun schoolyard games, the campaign targeted meaningful interpersonal engagement, replicating the excitement and buzz of a major retail collectible promotion or schoolyard trading card phenomenon.
The Result
By taking a nostalgic concept and making it relevant for today, the campaign proved that tactile learning devices can be just as powerful as digital alternatives- especially when the execution is both thoughtful and creative.
The project achieved nationwide success, putting thousands of passports and hundreds of thousands of individual stickers into the hands of primary school students. Momentum built so rapidly that high-demand areas cleared their stock almost immediately, seeing our team manage cross-border logistics to keep up with the playground rush.
By turning identity and heritage into a shared social experience, the campaign did exactly what it set out to do, with kids talking, trading, and bringing meaningful conversations home to the dinner table.
Feedback from parents and teachers was universally positive, and the passports quickly became a fixture of daily school routines.