Toys ‘R’ Us is Australia’s largest toy store and has been in operation locally for almost 25 years. The company wanted to produce a digital campaign and a series of online commercials, designed to reconnect the brand with their target markets.
The main focus of the campaign was to get Toys ‘R’ Us to be top of mind
for consumers (particularly kids) when it comes to thinking about toys.
The campaign also needed to position the brand as “FUN” and AWESOME” – its main aim was to get consumers to visit and spend time in Toys ‘R’ Us stores.
The #JoinTheFun campaign positions Toys ‘R’ Us as the enablers of imagination and the go-to place for fun. It positions the company as one that recognises the importance of play in our lives and helps us embrace it. When we play, we become limitless. The message we are sharing with the kids of today is that through Toys ‘R’ Us, ‘You can be anything you want to be’.
This campaign is all about encouraging individuality and diversity, breaking down barriers to happiness, and opening hearts and minds to the limitless possibilities that abound when we #JoinTheFun.
The campaign identity design conveys our campaign values of ‘creativity’ and ‘imagination’. It represents the imagination of our kids and positive play. It celebrates diversity and champions individuality through the use of hand styled typeforms, mixed type styles and dynamic ‘sprites’ to add movement and excitement.
Creative: Good Eye Deer
Video production company: Good Eye Deer – Sydney
Campaign Director: Gavin Banks
Campaign Strategist: Brian Daly
Campaign Art Director & Designer: Fraser Smith
Producer: Olivia Olley
DP: Gavin Blyth
Stylist: Sophie Hart
Choreographer: Debbie Ellis
Jingle by Brian Daly