Through our partnership with the “Good Night, Kids” program during key toy sales seasons, we were able to demonstrate to mothers and children that with Play-Doh, their fantasies could become a reality. This represented a completely new approach to brand communication.
We successfully competed against toy brands that children request from their parents after seeing commercials on TV, by offering equally engaging TV activations. Children are invited to share their imagination and create characters for the opening sequence of the «Good Night, Kids!» program on the «Karusel» television channel.
The collaboration was equally advantageous for the «Good Night, Kids!» program, since its format had remained unchanged for quite some time. Through the lens of children’s imagination, we were able to transform the show’s opening sequence, presenters, and set decorations.
We successfully competed against toy brands that children request from their parents after seeing commercials on TV, by offering equally engaging TV activations. Children are invited to share their imagination and create characters for the opening sequence of the «Good Night, Kids!» program on the «Karusel» television channel.
The collaboration was equally advantageous for the «Good Night, Kids!» program, since its format had remained unchanged for quite some time. Through the lens of children’s imagination, we were able to transform the show’s opening sequence, presenters, and set decorations.
Awaken your
imagination
with PLAY-DOH
imagination
with PLAY-DOH
Awaken your
imagination
with PLAY-DOH
imagination
with PLAY-DOH
Year: 2021
Client: Play-Doh
Agency: EMG
Role: Associate Creative Director
Recognition: Effie Russia 2022 – Shortlist
Client: Play-Doh
Agency: EMG
Role: Associate Creative Director
Recognition: Effie Russia 2022 – Shortlist
