Author: Layla Shah

interactive ad

Interactive poster for the public to draw their favourite childhood toys:

QR CODE & THE VIDEO
once you scan the QR code you will be directed to this video

PROCESS

Due to the nature of our campaign, we chose to create an interactive ad that was both digital and physical. We wanted to communicate our focus on exchanging iPads for toys, by allowing people to ‘take a break’ from their screens to remind themselves of their childhoods. However, in order to include a digital aspect we included a QR code to further add to the interactive nature of the ad, allowing the public to get a glimpse of nostalgia solely tied to Toys R Us.

The aim of this ad was to follow the overall theme of our campaign of ‘nostalgia’ and the idea of toys completing a childhood, whilst also using the technological aspect to showcase our compilation, in an attempt to solidify our message. We were able to make it fun and engaging by allowing each person to make this ad specific to them, whilst also engaging their curiosity with the QR code to then act as a charming reminder of the importance of toys in saving a childhood with Toys R Us.

tv ad

We chose to collect snapshots of multiple childhoods to show the underlying key feature throughout: toys. Regardless of the culture, gender, or generation, this ad shows the uniting element of toys, supporting each child’s upbringing. We started with clear copy to emphasise the fact that the natural joy derived from these toys can never be replaced with a simple screen.

Script

Client: Toysrus 
Duration: 20' 
Title: “you can’t get this with an ipad”

 We hear the backing track which is the song, I Hear A Symphony (Live From Ocean Way Nashville).

 A compilation of childhood videos/photos is displayed. 

The text 'you can't get this with an ipad' appears followed by the text 'bring back their childhood'.

Process

Initially, we tried to highlight the importance of toys over ipads in childhood through the theme of fear and comparison, displaying two kids’ lives and how the child with toys was progressive, with visuals moving up. In contrast, children with screens stayed hunched over, their eyes glued to the screen. We also decided to add the final shots of the children restarting the cycle of good/bad with their own kids to highlight to the parents how their choices not only affect their child’s life but also future generations.

We chose not to pursue this idea, due to reframing the nature of our campaign to target the feelings of nostalgia in the parents and appreciation for toys in childhood. Although installing fear may have effectively communicated the message, we felt the chosen ads took a more memorable heartwarming approach to remind the parents of the benefits of a childhood without screens, and the laughter/memories they could be missing out on.

radio ad

If the recording does not work then there is a YouTube link down below 🙂

SCRIPT

Client: Toysrus
Duration: 14”
Title: “you can’t get this with an ipad”

We hear the backing track from inside out. 

after 5 seconds we hear the sound of children laughing - playing at a playground

after 5 seconds the laughter stops, you hear a beat drop from the inside out backing track. 


normal voice over the top of backing track: you can’t get this with an ipad
Process

After some trial and error we chose to:

  • Adjusted the sound of laughter to fade in and out for the progression of the ad to achieve a nostalgic feeling
  • lowered the pitch of the narrator to feel calmer and fit the aesthetic of the nostalgic feeling
  • adjusted the sound of laughing to end when the backing track’s beat drops, to further emphasise our message
  • chose a shorter ad with minimal dialogue to allow the public to clearly associate Toys R Us with the sound of a happy childhood (ie. children laughing)

INITIAL SCRIPT
Client: Toysrus
Duration: 30”
Title: “urgent radio from the future“

We hear a radio talk being interrupted by what sounds like a UFO, it's an urgent message from the future. 

normal voice radio ad:
sorry folks it looks like we are getting an urgent message from the future

we hear the bbc intro being played

a voice from the future 1:
due to a lack of demand playgrounds and nurseries are being shut down effective immediately and will soon be replaced with new iPad factories! 
the new iPhone 300 will be released later this week and now an announcement from our prime minister, earlier today. 

a voice from the future 2(fancy voice):
Screen addiction rehab centres will now be acceptiing children three years and above. 

we hear what sounds like someone being cut off/ a buzz. 

FVO:
Toysrus, ditch the ipads, bring back their childhoods.

We chose to leave this script to create one to fit the new message of invoking nostalgia over fear. This ad fit with our initial print ad and tv idea, but after changing the focus of the campaign to align more with Toys R Us’ values, we created an ad to warm the heart.

( in case the recording does not work 🙂 )

print ads

FINAL PRINT ADS

We decided to draw upon snippets of real childhoods, to truly encapsulate the magic of a world without ipads in sight. Electronics are ever-changing, but that doesn’t mean they should take control. By using happy moments with direct association with products at Toys R Us (ie. inflatable pools, princess dresses and baby toys), we were able to highlight the important role they play in securing memorable moments of both creativity and genuinity.

Lastly, to relate back to our truth we clearly incorporated the message into our copy, highlighting the word ‘can’t’ to make it clear that ipads are not a replacement. The text was positioned in the points of each photo where they would appear clearest, to ensure the message is bold and fitting.

SCAMPS

INITIAL IDEATION

Initially, we tried to hone in on the parents’ perception, creating a more serious style ad, as shown. However, after rethinking we decided to go for a more upbeat approach, to really focus on our insight of the toys ‘giving back their childhood’.