Walmart Design & Branding TOY FLYER by J. Walter Thompson Toronto

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Industry Toys
Media Design & Branding
Market Canada
Agency J. Walter Thompson Toronto
Associate Creative Director Don Saynor
Executive Creative Director Paul Wales, Martin Shewchuk
Account Supervisor Genevieve Cote
Released December 2010


One Show 2011
One Show Collateral / P.O.P and In-store - Single Merit

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: WALMART
Product/Service: CHRISTMAS TOYS
Agency: JWT
Date of First Appearance: Dec 6 2010
Entrant Company: JWT, Toronto, CANADA
Executive Creative Director: Martin Shewchuk (JWT Toronto)
Executive Creative Director: Paul Wales (JWT Toronto)
Creative Director, Copywriter: Colin Winn (JWT Toronto)
Creative Director, Art Director: Craig Markou (JWT Toronto)
Print Producer: Stacey Towey (JWT Toronto)
Account Supervisor: Genevieve Cote (JWT Toronto)
Executive Vice President: Michael J. McCaw (PLM Group)
Associate Creative Director: Don Saynor (JWT Toronto)
Promotional Film: Kazutaka Ishizuka (CINQ)
Promotional Film: Kazunori Kato (CINQ)
Promotional Film: Naoto Sasaki (CINQ)
Media placement: Flyer - Metro Newspaper, 200,000 Flyers Distributed - Dec 6 - 8 2010
Describe the brief from the client
Establish Walmart as the ultimate toy destination for Christmas shoppers.
Describe the challenges and key objectives
The challenge was to create believable looking die-cuts (ones that actually looked like they were made by children cutting pictures out with scissors). Another challenge was to find a printing press that could accommodate the intricacies of the project.
Describe how you arrived at the final design
At Christmas time, kids across North America take toy flyers and cut out all their favourite toys. They then paste these toys on a wish list, which they mail to Santa Claus. The parents are left with a cut-up toy flyer.
The idea was to surprise parents by delivering a toy flyer to them that appeared to have been already cut-up by their children.
Give some indication of how successful the outcome was in the market
Crowds of ONE PIECE fans gathered to ride the gallery train. More than 3,000,000 people witnessed those fans per day. This generated great buzz on the Internet as well as popular media, leading the campaign to become a social phenomenon.
Magazine sales increase up to 169% compared to the previous year.
Recent volume of ONE PIECE sold record-breaking 4,000,000 copies.