Responses by Partners+Napier
Background: The Strong National Museum of Play is one of the most fun places. For kids or adults. And it’s here in Rochester, New York! Capturing the museum’s spirit and introducing it to new people is a thrill. Especially adults who think it’s just a place for kids. It’s so fun creating work for a place that is all about fun.
Reasoning: The Strong National Museum of Play is home to the National Toy Hall of Fame. As a whole, the museum is full of highly interactive exhibits devoted to the history and exploration of play for the whole family. But, the National Toy Hall of Fame’s core target is aimed more at the adults. In addition, every year, the museum inducts five new toys into the hall to help give the museum national exposure.
Challenges: These posters featured the classic ’70s and ’80s toys Operation, Transformers and Slinky. So visually, we needed to bring those toys’ commercial jingle lyrics in the posters to life in a way that captured the fun and excitement of the museum. Doug Pedersen’s typographic illustrations provided the perfect fit to bring the familiar lines to life. His involvement on this project took it to another level. His illustrations are fun, eye-catching and, most of all, have stopping power.
Specific demands: The museum may feature known brands of toys, but they could not use any copyrighted images or taglines in their communications. So, we leaned into the nostalgia of toy commercial jingles and used familiar but not copyrighted lyrics to make an emotional connection with the adult audience.