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The Gallery of emerging species

The Gallery of emerging species | 孩之宝 | Hasbro | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 2048x1449px
基本信息
行业: 文化、娱乐与运动
媒体:DM
投放:法国
风格: Minimalism
说明cnen
ScriptInOriginalLanguage
The concept of "Emerging Species", with all the imaginary creatures hand-made with modeling clay, was a fantastic showcase for the brand. The campaign had a 100% Play-Doh's DNA. More than a hundred species had been imagined. Nearly 50 ones were finally used. Which meant a huge copy work. Because beyond the gallery large view, each animal was individually presented. Many species names - like "pirahnaccordeon" or "pelifrenchcancan" - were "portmanteau" words, in a Lewis Carroll style. Some others were just built by addition or misappropriation, like "Cloudsheep", "fartweiler" or "pink widow". The narrative style was adapted to a large audience. Not too childish. On the contrary, everything was written in a wild-life documentary style. With dry humor and references aimed at adults, because we had targeted parents as much as children. Parents were the key to get the kids into the colorful gallery full of funny animals.
EntrySummary
In 2016, for its 60th anniversary, Play-Doh had launched a new worldwide communication platform: "Open a can of imagination". The objective of the campaign, in France in 2017, was to remind that modelling clay was still a wonderful way for kids to express themselves and develop their imagination. In France, Play-Doh was not a newcomer. The brand was born more than 60 years ago. Three generations have already played with it. They have built stories with it. They have created their own world with it, when they were kids. It is the reason why the strategy was to talk to parents as much as to their children. In a world where 1 animal species disappear every 20 minutes, the concept of "emerging species" was a way for Play-Doh to underline the incredible power of creation that modeling clay offers.
制作信息
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其他职位:Clay modeler, Marion Dervaux, DDB Paris
奖项
戛纳国际创意节 2018
入围 工业制作
Copywriting > Brand & Communications Design
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