Toys R Us: advert-body-1 by BBDO Atlanta & BBDO New York
- Location:
As part of its ongoing efforts to set play free, Toys 'R' Us placed a larger-than-life Etch A Sketch in the most unlikely of places: right above the busy Fulton Street subway station in New York City.
The retailer unveiled the massive Etch A Sketch and it will remain until October 12. From there it will make its way to the Toys 'R' Us Times Square store for the holiday season.
Kids, parents, commuters – any and all kids at heart – have been stopping by the massive toy to play a game of Tic Tac Toe, snap a selfie or make their own larger-than-life design. You can check out a time lapse video of the installation on the company's Facebook page.
The Etch A Sketch is the latest installment of the toy retailer's newly launched brand platform, 'Today We Play,' designed to position the brand as a leader and motivator in the movement to “set play free” for children. The Today We Play platform is being communicated via a variety of elements including partnerships, experiential, digital, advertising and more, including a recent commercial.
Credits
Agency: BBDO Atlanta and BBDO New York
Client: Toys 'R' Us
Title: Etch Out Some Play Time
Chief Creative Officer, Worldwide: David Lubars
BBDO Atlanta:
Chief Creative Officer: Robin Fitzgerald
Group Creative Director: Craig Miller
Creative Director/Art Director: Danny Corrales
Creative Director/Copywriter: Chris Miller
Art Director: Jono Moore
Copywriter: Elaine Kelch
Head of Production & Innovation: Marc Calamia
Content Producer: Patreece DeChabert
Account Supervisor: Kelly Willard
BBDO New York:
Worldwide Senior Business Director: Paul Roebuck
Account Director: Danielle Willett
Account Manager: Hannah Aaronson
Account Executive: Alex Denney
Group Strategy Director: Marc Allen
EAS Fabrication: The Bait Shoppe
Animation: Artifact