Etch Out Some Play Time by BBDO New York/ BBDO Atlanta for Toys R Us

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Etch Out Some Play Time

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Industry Toys
Media Ambient
Market United States
Agency BBDO New York/ BBDO Atlanta
Chief Creative Officer David Lubars, Robin Fitzgerald
Creative Director Chris Miller, Danny Corrales
Art Director Danny Corrales, Jono Moore
Released October 2017

Credits & Description

Category: Retail Services
Media: Outdoor
Brand: Toys “R” Us
Agency: BBDO
Geo: United States
Advertising Agency: BBDO, Atlanta, USA / BBDO, New York, USA
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer: Robin Fitzgerald / Atlanta
Group Creative Director: Craig Miller / Atlanta
Creative Director / Art Director: Danny Corrales / Atlanta
Creative Director / Copywriter: Chris Miller / Atlanta
Art Director: Jono Moore / Atlanta
Copywriter: Elaine Kelch / Atlanta
Head of Production / Innovation: Marc Calamia / Atlanta
Content Producer: Patreece DeChabert / Atlanta
Account Supervisor: Kelly Willard / Atlanta
Worldwide Senior Business Director: Paul Roebuck / New York
Account Director: Danielle Willett / Atlanta / New York
Account Manager: Hannah Aaronson / New York
Account Executive: Alex Denney / New York
Group Strategy Director: Marc Allen / New York
EAS Fabrication: The Bait Shoppe / New York
Animation: Artifact / New York
Permitting / Digital Media: Outdoor Media Group / New York
Published: October 2017
Synopsis:
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.