FESTIVAL OF CREATIVITY | 12-24 JUNE 2017

    THE GALLERY OF EMERGING SPECIES

    Short List
    ClientHASBRO
    Category A04. Consumer Durables
    TitleTHE GALLERY OF EMERGING SPECIES
    Product/ServicePLAY-DOH
    Entrant DDB PARIS, FRANCE
    Idea Creation DDB PARIS, FRANCE
    Production MERCI-MICHEL Paris, FRANCE
    Production 2 STUDIO 5 Paris, FRANCE
    Credits
    Name Company Position
    Alexander Kalchev DDB Paris Executive Creative Director
    Jean-François Bouchet DDB Paris Copywriter
    Emmanuel Courteau DDB Paris Art Director
    Rémi Picard DDB Paris Art Director
    Marion Dervaux DDB Paris Clay modeler
    Natacha Olive de Cherisey DDB Paris Clay modeler
    Vincent Léorat DDB Paris Vice-Président
    Marie Tricoche DDB Paris Account Manager
    Camille Passot DDB Paris Account Executive
    Cédric Boit Studio 5 Sound Prodcution
    Clément Reynaud Studio 5 Sound Prodcution
    Alexandre Vicart Studio 5 Sound Prodcution
    Marine Crémer Studio 5 Sound Prodcution
    Cyril Quintin DDB Paris Motion Design
    Nicolas Denis DDB Paris Motion Design
    Lucas Lahore DDB Paris Community Manager
    Stiv Spasojevic - Case study editor

    Background

    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 people who spend their time mostly online - that modelling clay was still a wonderful way for kids to express themselves and develop their imagination. The brand also wanted to reinforce the emotional bond with consumers.

    Describe the strategy

    Play-Doh is 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. 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. We mainly used facebook because year after year, people over 30 years old were more and more addicted to the network.

    Describe the execution

    Dozens of imaginary species, all hand-made with modeling clay then animated, were showcased in a virtual museum of natural history. Each creature was specifically presented in its sound environment, just as in wild life documentaries. The style of the animals was childish, but their names and specificities, just as the tone of voice, added something aimed at adults as well. Next to the main hall, the "visitors' gallery" was linked to facebook and regularly enriched by some user generated content. During 4 months, from October 2017, the whole campaign was driven from facebook, with lots of funny posts. Some were driving to the "Gallery of Emerging Species", while some others encouraged everyone to create and share their own new species.

    List the results

    The "Emerging Species" gathered together nearly 3 million parents and children in France. The average time spent on the website was 15 minutes. Hundreds of new species were created by kids and parents (and even by grand-parents, according to some commentaries), proving the limitless power of Play-Doh. The campaign did not only reinforce the emotional bond between the brand and the consumers, but also between parents and children. Strangely enough, the true success for this mainly digital campaign was to push people to go back to the real world and to use their hands. That is why the campaign was probably the year's most "digital" project.