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.
More specifically, the Gallery of Emerging Species, just as all the posts and videos on facebook, were an unlimited way to involve parents and children into the creative world of Play-Doh. A way to remind that modelling clay was still a wonderful way for kids to express themselves and develop their imagination. And a way to reinforce the emotional bond with consumers.
Describe the execution
In France, just as anywhere in the world, Play-Doh is not a newcomer. The brand was created more than 60 years ago. Three generations have already played with it. They have built stories with it. They had 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. Moms and dads are the ones who can decide what is good and what is not for their own kids. And it was important to remind parents that sometimes the most « low tech » toys are the best for their little ones.
During 4 months, from October 2017, the whole campaign was driven from facebook, with many posts and videos. Some were driving to a website - the "Gallery of Emerging Species" -, while some others encouraged everyone to create and share their own new species.
The campaign had a 100% Play-Doh's DNA. Dozens of imaginary species, all hand-made with modeling clay then animated, were showcased in a virtual museum of natural history. The whole gallery was conceived as a true museum, but we wanted to keep it very simple and refined. The white background was a way to put in the limelight the colorful animals.
The graphic design of the animals was childish, but their names and specificities, just as the tone of voice, added something aimed at adults as well.
More than a hundred species were imagined. Nearly 50 ones were finally used. Which meant a huge copy work. Because beyond the gallery large view, each animal was individually presented in its sound environment, just as in wild life documentaries.
Next to the main hall, the "visitors' gallery" was linked to facebook and regularly enriched by some user generated content.