Our challenge was to create a campaign to remind parents of the impact toys have on their child's development, and that minimising the breadth of toys offered to the child will hinder their development.
Insight - Parents ask for external advice (such as retailers) what is best for their child. The most common answer being the question "Are they a boy or girl?" which then helps to determines the outcome.
Strategy - We want to give parents the tools to make their own decisions based off their child's individual needs and dreams.
Proposition - Kids will be kids
BIG IDEA - THEIR FUTURE STARTS ON THE SHELF
PHASE ONE: AWARENESS AND EDUCATION
“Dear diary,
I got cross-country skis for Christmas this year from Dad, I can’t wait to go on trips and have Kvikk-Lunsj.
Marit B. ”
Kvikk-lunsj is the Norwegian version of Kit-Kits, and culturally eaten on skiing trips, and Marit Bjorgen is the top female cross-country skiier in Norway, a household name, and a strong positive role model.
"Dear Diary,
Today my dad bought me a sewing kit and I finally stitched that hole in my trousers and they look so chic!
Lots of love,
Yves Saint Laurent”
Today my dad bought me a sewing kit and I finally stitched that hole in my trousers and they look so chic!
Lots of love,
Yves Saint Laurent”
We wanted to make our campaign take in the culturally significant parts of all of Europe, and not just be google-translated.
PHASE TWO: EDUCATION AND SUPPORT TO CHANGE THEIR FUTURE
Our proposed app design is for both the parents and children, separated for each demographic. Both sections are tailored to their needs, with the aim for it to affect the everyday attitude towards toys.
The Parents' page is split into four different categories. "Our story" will be a brief introduction to the Let Toys Be Toys' story. The "Toy Scanner" gives the parent the option to scan toys in whilst in store, with the advantages of the toy showing and addressing the impact it would have on the child's development. "Their Future" is linked to the "Kids Corner", giving suggestions of toys to buy their child based off the hopes and dreams they've expressed. The "Parent Line" is a forum-like blog for other parents to talk to other parents and share their experiences.
The "Kids Corner" is where the children are able to express themselves through drawing and playing games as well as indicate what they want top be when they're older.
Team:
Gabrielle Carney, Branwen Doboski, Maren Landsnes and myself