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Responses by Juan Carlos Espitia and Mario León, creative directors, DDB Colombia

Background: The purpose of the campaign was to evolve the communication from a conventional trade strategy to a more emotional one that builds a brand philosophy. This inspired the concept of “open a can of imagination,” which targets our main audience: parents and children, and reminds them that imagination is one of the main components of Play-Doh and our can is the easiest way to develop it.

Reasoning: We wanted the campaign to reflect the value of imagination and involve the public without any instructions, age restrictions or explanation—just an invitation from Play-Doh to use imagination and creativity to see beyond the product and imagine what it can become.

Challenges: Creating the campaign for a popular culture icon and making it stronger without losing its likability. In addition, it had to be universal and call the attention of both parents and children, and that required a high level of synthesis and clarity. At the technical level, it was also a challenge since it involved bringing a new possibility of materials to the media, an implementation that had never been done before.

Favorite details: The campaign has a great reception all over the world, which means this is an idea without cultural barriers. We have received congratulations from culturally different countries like Russia, Vietnam, the United States, Spain and Mexico, amongst others. In addition, being referenced in many design and creativity sites is always important for us, for the brand and for our client.

Approach: We learned that when an idea responds to the values of the brand and the insights of the consumer, it becomes much it is much greater as a medium. And even though it only started out as a brand concept in the beginning, it easily became a campaign consisting of not only OOH, but also print, packaging development and a new sales model.

ddbcol.com.co

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