Feed Paul

Ceinture Aliment-Terre Liégeoise (CATL)

Talking organic & local…
without lecturing anyone

For years, the Ceinture Aliment-Terre Liégeoise has been promoting local, organic and sustainable food. But this time, their mission was a bit different: reach an audience that’s less familiar with the topic, sometimes in vulnerable situations, often far from these concerns. Their playground: a busy shopping mall, between a Primark and a fast-food restaurant. Not exactly the easiest place to talk about short food circuits. So they asked us for an idea. We came up with Paul.

Feed Paul, a touchscreen game that sparks attention

To reach this audience, we needed something simple, direct and engaging. So we imagined a friendly character, a big touchscreen, and a clear promise: “Play & win!”. With a real reward (an organic fruit) and an accessible game, the booth quickly caught attention, made people smile, and above all created a first positive interaction, without pressure.

Gamification as a tool for awareness

Behind the playful universe, every detail has purpose:

A menu to compose, to make concrete choices;
Paul’s comments: sometimes funny, sometimes educational

Health and eco impact bars that reflect the choices
An evolving background visualizing impact
And a personalized summary to keep the reflection going

These game mechanics aren’t here just for fun—they help turn a complex topic into an intuitive experience, and make understanding easier and more personal.

Creating connection,
not just content

Above all, Paul helped CATL teams start conversations—with a smile, a game, and a fruit.
And that’s exactly what we love at Doooing: designing interactive, accessible tools that spark the right discussion.

Got a project?

Get in touch!