This year marks the 30th birthday of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to pledge a promise to its supporters to remain forever young.
Toronto-based creative agency Open created a film dedicated to the young at heart, be they young, old, or somewhere in between. The message is a playful reminder to never grow up and a shout-out to those who stay playful by doing the things they love. A corresponding Facebook app, called “Never Grow Up”, was created to allow users to take the Toys“R”Us oath online. After submitting their own oaths of what they will always do to stay young, a map then shows their location, along with others, to create a cross Canada portrait of the young at heart.
“The film demonstrates the things that those who are young at heart promise to always do, from playing with bugs, to keeping a sense of wonder, to rolling down hills or firing off bottle rockets. The film has a sweet side, but focuses on the lightheartedness that is inherently Toys”R”Us.” Says Martin Beauvais, Partner, Creative, Open.
“The film is also a nod to the brands’ roots and the nostalgia associated with the jingle we all know,” adds Christian Mathieu, Partner, Strategy, Open.
Released in late September, the film will live online and drive to Toys”R”Us Canada’s Facebook app where users can take their own oath to never grow up.view more - Creative
Colourist: Alter Ego
Flame: James Andrews
Producer: Kara Mallard
Creative Agency: Open
Art Director: Jessica Carter / Jessica Rogers / Tyler McKissick
Copywriter: Kate Thorneloe / Laurent Prud’homme / LauraBeth Cooper
Producer: Brie Gowans
Strategist: Christian Mathieu
Team Manager: Nicolas Rouleau
Creatives: Martin Beauvais
Director: Lloyd Lee Choi
DOP: Oliver Millar
Executive Producer: Tasha Litt
Producer: Michelle Woodward
Production Company: Descendants
Creative Director: Yan Dal Santo
Music Production: Apollo Studios
Producer: Tom Hutch
Edit Company: Saints
Editor: Robin Haman
Executive Producer: Michelle Rich
Categories: Toys, Sports and Leisurelbbonline.com, Mon, 29 Sep 2014 16:10:10 GMT