Canon Creative Park: Endless Toys

Endless worlds made of paper

Task

In the end of 2017, Canon Central & Eastern Europe wanted to present Creative Park — a digital platform, allowing anyone to print out and assemble paper models of animals, cars, moving toys, planets, buildings… you name it. To reach the main target — parents of young children, we had to show them how Creative Park can help them in their daily life.

Problem

Nowadays, surrounded by various forms of entertainment, kids lose interest in their toys much faster. Financially, this makes it hard for most parents to meet their kids’ insatiable need for new toys and games.

Insight

With Creative Park’s paper models, parents don’t need to buy a new toy every day, they can just print it.

The campaign

In December 2017 we launched the campaign “Endless Toys” in the CEE region, showcasing the various paper worlds that could be printed.

We created guidelines, consisting of visual assets, video content and tactics for different BTL and experiential executions, which all markets adapted locally and used as inspiration.

Key Visuals

Working with photographer Vasil Germanov, we created a series of print visuals, communicating the diversity of models by Creative Park and the different dream worlds children can explore. We also created thematic visuals for holidays like Christmas and Easter, making the message clear — by using the platform, you can give your kid the gift of endless toys.

The visuals were adapted locally in each country in the form of various posters, store materials, packaging and digital assets.

360° videos

Working with Oscar-nominated director Zlatin Radev and his studio The Junks, we created a series of 360° stop-motion videos, which transport you to the different worlds of Creative Park.

We created The Endless Toy Store — the first place, where kids can have any toy they want

To demonstrate the benefits of Creative Park first-hand, we decided to tackle a problem most parents can relate to. Going with your child into a toy store can be a challenge, considering kids want almost every toy they see. Putting on display a selection of some of the most downloaded paper models from Creative Park in pop-up stores, we invited kids to pick a toy, assemble it themselves, and keep it.

The “Endless Toys” campaign was adapted across Europe

Our creative strategy guidelines and assets were originally adapted in 25 countries across the CEE region. After the overwhelmingly positive feedback from local Canon offices and creative agencies, the campaign was rolled out across all European markets. This is the first of a series of campaigns we are working on together with Canon CEE to communicate their products to a wider European audience.