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.