Canon: Endless Toys
Integrated Campaign

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, the campaign “Endless Toys” launched in the CEE region.

The creative campaign guidelines we created consisted of visual assets, video content and tactics for various BTL and experiential executions, which all markets adapted locally and used as inspiration.

Creative Park
Creative Park
Creative Park
Creative Park

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 we created were adapted locally in each country in the form of various posters, store materials, packaging and digital materials.

Creative Park
Creative Park
Creative Park
Creative Park
Creative Park
Creative Park
Creative Park
Creative Park

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.

Digital Targeting

To catch parents’ attention in the moment they consider buying new toys, we created targeting around key Google searches. When looking for toys and gifts around Christmas, as well as costumes and decoration around Halloween and Easter, we introduced them to great paper alternatives from Creative Park.

Endless Toys

Experiential

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.

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

Creative Park
Creative Park
Creative Park
Creative Park
Creative Park

Campaign Reach

The “Endless Toys” creative strategy was introduced in Bulgaria, Romania, Ukraine, Croatia, Serbia, Belarus, Slovenia, Greece, Kazakhstan, Uzbekistan and Malta. It received overwhelmingly positive feedback from local Canon offices and creative agencies, who adapted it for their audience to introduce Creative Park in their country.

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.

Creative Park
Creative Park
Creative Park
Creative Park