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The Gallery of emerging species

The Gallery of emerging species | Hasbro | DDB
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basics
Industry: Culture, Recreation & Sport
Media:Direct Market
Market:France
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Executive Creative Director:
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Art Director:
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Other credit:Clay modeler, Marion Dervaux, DDB Paris
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Industry Craft
Copywriting > Brand & Communications Design
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