Increasing digitization is gaining more and more influence on how we play – with the result that tablets, gaming consoles and other gaming devices are steadily replacing 'analog' toys in kids' rooms. This poses a problem for traditional toy manufacturers like Majorette.
The briefing was to create a print and OOH campaign that lets Majorette prove one fact to parents: That the most spectacular playing experiences still happen in kids' heads – thanks to their imagination. And this imagination is driven by Majorette toy cars: When playing with Majorette, the real world turns into a fantastic imaginary world where the laws of physics are irrelevant.
In a child's imagination, a toy car can't just drive on an even surface – it can drive up the wall and race around the ceiling upside-down. That's why we're literally mashing up the real world with a kid's imagination by distorting furniture into fantastic race tracks. The campaign was well received by the target audience, drawing excellent feedback across the board.
It didn't just succeed in drawing attention to the value of children's imaginations – the realistic execution also served to highlight the core competence of Majorette: realism and attention to detail.
Chief Creative Officer Group Germany:Eric Schoeffler
Creative Directors:Nicolas Becker, Andras Balog
Art Director:Walter Ziegler
Additional Credits:Nora Hetzelt