The Process:

These were our original ideas, however, as we started to deepen the storytelling, we changed our slogan to better suit our campaign and ads, you can see the final ads on the other post, underneath here are the original scamps and ideation.

We switched the message from evoking fear to nostalgia:

Prints Ads x3:

INITIAL IDEATION:

Initially, we tried to hone in on the parent’s perception, creating a more serious style ad, as shown. However, after rethinking we decided to go for a more upbeat approach, to really focus on our truth of ipads.

3 HAND DRAWN SCAMPS:

Radio Ad:

SCRIPT IN RADIO SCRIPT FORMAT:

We chose to leave these scripts to create one to fit the new message of creating a feeling of nostalgia instead of invoking fear. This ad fits with our initial print ad and TV idea, but after changing the focus of the campaign to align more with Toys R Us’ values, we created an ad to warm the heart.

Process of recording:

After some trial and error, we chose to:

  • Adjusted the sound of laughter to fade in and out for the progression of the ad to achieve a nostalgic feeling
  • Lowered the pitch of the narrator to feel calmer and fit the aesthetic of the nostalgic feeling
  • Adjusted the sound of laughing to end when the backing track’s beat drops, to further emphasise our message

The Final Sripct:

The  Final Script:

Client: Toysrus
Duration: 14”
Title: “you can’t get this with an ipad”

We hear the backing track from inside out. 

After 5 seconds we hear the sound of children laughing - playing at a playground

After 5 seconds the laughter stops, you hear a beat drop from the inside out backing track. 


Normal voice over the top of backing track: Toysrus you can’t get this with an ipad

TV Ad:

SCRIPT IN TV SCRIPT FORMAT:

Scamp of our initial TV Ad that we didn’t end up using as we changed our premise:

Initially, we tried to highlight the importance of toys over ipads in childhood through the theme of fear and comparison, displaying two kids’ lives and how the child with toys was progressive, with visuals moving up. In contrast, children with screens stayed hunched over, their eyes glued to the screen. We also decided to add the final shots of the children restarting the cycle of good/bad with their own kids to highlight to the parents how their choices not only affect their child’s life but also future generations.

We chose not to pursue this idea, due to reframing the nature of our campaign to target the feelings of nostalgia in the parents and appreciation for toys in childhood. Although installing fear may have effectively communicated the message, we felt the chosen ads took a more memorable heartwarming approach to remind the parents of the benefits of a childhood without screens, and the laughter/memories they could be missing out on.

SCRIPT IN TV SCRIPT FORMAT:

The Final Script:

Client: Toysrus
Duration: 14”
Title: “you can’t get this with an ipad”

We hear the backing track from inside out. 

After 5 seconds we hear the sound of children laughing - playing at a playground

After 5 seconds the laughter stops, you hear a beat drop from the inside out backing track. 


Normal voice over the top of backing track: you can’t get this with an ipad

Interactive online/digital Ad:

EXPLANATION AS TO HOW YOUR IDEA USES TECHNOLOGY IN A NEW AND ENGAGING WAY:

The aim of this ad was to follow the overall theme of our campaign of ‘nostalgia’ and the idea of toys completing a childhood, whilst also using the technological aspect to showcase our compilation, in an attempt to solidify our message. We were able to make it fun and engaging by allowing each person to make this ad specific to them, whilst also engaging their curiosity with the QR code to then act as a charming reminder of the importance of toys in saving a childhood with Toys R Us.

Print Ads:

Annotations:

We decided to draw upon snippets of real childhoods, to truly encapsulate the magic of a world without ipads in sight. Electronics are ever-changing, but that doesn’t mean they should take control. By using happy moments with direct association with products at Toys R Us (ie. inflatable pools, princess dresses and baby toys), we were able to highlight the important role they play in securing memorable moments of both creativity and genuinity.

Lastly, to relate back to our truth we clearly incorporated the message into our copy, highlighting the word ‘can’t’ to make it clear that ipads are not a replacement. The text was positioned in the points of each photo where they would appear clearest, to ensure the message is bold and fitting.

Radio Ad:

(If the radio doesn’t work, there is a YouTube link at the bottom of the post)

The Final Script:

Client: Toysrus
Duration: 14”
Title: “you can’t get this with an ipad”

We hear the backing track from inside out. 

After 5 seconds we hear the sound of children laughing - playing at a playground

After 5 seconds the laughter stops, you hear a beat drop from the inside out backing track. 


Normal voice over the top of backing track: you can’t get this with an ipad

Annotations:

We decided to create a shorter ad with minimal dialogue to allow the public to clearly associate Toys R Us with the sound of a happy childhood (ie. children laughing)

TV AD:

Client: Toysrus
Duration: 20'
Title: “you can’t get this with an ipad”

We hear the backing track which is the song, I Hear A Symphony (Live From Ocean Way Nashville). 

A compilation of childhood videos/photos is displayed. 

The text 'you can't get this with an ipad' appears followed by the text 'bring back their childhood'.

Annotation:

We chose to collect snapshots of multiple childhoods to show the underlying key feature throughout, toys. Regardless of the culture, gender, or generation, this ad shows the uniting element of toys, supporting each child’s upbringing. We started with a clear copy to emphasise the fact that the natural joy derived from these toys can never be replaced with a simple screen.

Interactive Online/Digital Ad:

Poster where you can, draw your childhood toy.

Before: After:

The QR code on the poster and the YT video it leads to:

Annotations:

Due to the nature of our campaign, we chose to create an interactive ad that was both digital and physical. We wanted to communicate our focus on exchanging iPads for toys, by allowing people to ‘take a break’ from their screens to remind themselves of their childhoods. However, in order to include a digital aspect we included a QR code to further add to the interactive nature of the ad, allowing the public to get a glimpse of nostalgia solely tied to Toys R Us. 

The aim of this ad was to follow the overall theme of our campaign of ‘nostalgia’ and the idea of toys completing a childhood, whilst also using the technological aspect to showcase our compilation, in an attempt to solidify our message. We were able to make it fun and engaging by allowing each person to make this ad specific to them, whilst also engaging their curiosity with the QR code to then act as a charming reminder of the importance of toys in saving a childhood with Toys R Us.