Toys 'R' Us Canada - Imagination Included
This campaign creatively combines humor and emotion, showcasing how essential imaginative friends are for kids creative development while addressing a serious decline in childhood imagination.
The campaign features a poignant storyline where an imaginary friend, Mr. Ferguson, is depicted on his deathbed, symbolizing the fading imaginative play in children's lives.
The primary audience includes parents of young children, as well as kids themselves, highlighting the importance of playtime in fostering creativity.
TARGET AUDIENCE
About the
Campaign -
This campaign creatively combines humor and emotion, showcasing how essential imaginative friends are for kids creative development while addressing a serious decline in childhood imagination.
Core Theme of the Campaign -
1. The campaign emphasizes that 72% fewer kids have imaginary friends than five years ago, prompting the need for imaginative play.
2. It features outdoor ads that are simple yet impactful, enhancing visibility and engagement.
3. The creative agency behind the campaign is Broken Heart Love Affair, which aimed to reconnect kids with their imaginative instincts.
4. Toys 'R' Us Canada seeks to remind parents that playtime with toys is crucial for developing creativity in children.
5. By highlighting Mr. Ferguson plight, the campaign evokes an emotional response, encouraging parents to foster imaginative play.
6. The campaign leverages nostalgic elements, appealing to adults who grew up with their own imaginary friends.
7. It successfully blends marketing with a social message about the importance of imagination in childhood development.