The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Client: Toys R Us
Date: Oct 2017
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
8 votes

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