Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Bronze winners

Travel Agency For The Imagination

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Industry Toys
Media Design & Branding, Case study
Market United States
Agency FCB Chicago
Chief Creative Officer Liz Taylor
Associate Creative Director Alice Jasmine Crippa, Nok Sangdee
Executive Creative Director Kevin Grady
Creative Director Myra Mazzei Nussbaum, Ben Flaherty
Copywriter Cayne Collier
Designer Mo Hy
Production Lord + Thomas
Released March 2017

Awards

Lions Entertainment 2017
Entertainment Brand Experience: Live Brand Experience Bronze Lion

Credits & Description

Title: Travel Agency For The Imagination
Agency: Fcb Chicago
Brand: Radio Flyer, Inc.
Country: USA
Entrant Company: Fcb Chicago
Advertising Agency: Fcb Chicago
Pr Agency: Current Marketing, Chicago
Production Company: Lord + Thomas, Chicago / Duck Pond Creative, Los Angeles
Chief Creative Officer: Liz Taylor (Fcb Chicago)
Evp, Management Director Integrated Production Services: Kerry Hill (Lord + Thomas)
Global Evp, Content And Creative Development: Todd Tilford (Fcb Chicago)
Senior Producer: Chris Wickman (Fcb Chicago)
Vp, Management Director: Kiska Howell (Fcb Chicago)
Writer: Sue Salvi (Fcb Chicago)
Associate Creative Director: Nok Sangdee (Fcb Chicago)
Svp, Creative Director: Myra Mazzei Nussbaum (Fcb Chicago)
Svp, Director Of Production Operations: Julie Regimand (Fcb Chicago)
Svp, Creative Director: Ben Flaherty (Lord + Thomas)
Executive Producer: Katie Roach (Lord + Thomas)
Associate Creative Director: Alice Jasmine Crippa (Fcb Chicago)
Svp, Executive Creative Director: Kevin Grady (Fcb Chicago)
Designer: Mo Hy (Fcb Chicago)
Writer: Cayne Collier (Fcb Chicago)
Account Executive: Katie Hernandez (Fcb Chicago)
Senior Art Buyer: Laura Laube (Fcb Chicago)
Senior Print Producer: Kathy Jaworsky (Fcb Chicago)
Traffic Manager: Jennifer Baur (Fcb Chicago)
Editor: Seamus Hehir (Lord + Thomas)
Senior Producer: Celena Mossell (Lord + Thomas)
Campaign Description:
To celebrate the centennial, we designed a place where no adventure was off-limits: Radio Flyer Adventure Travel, the world’s first travel agency for the imagination. It was designed to spark kids’ imagination, encourage creativity and, of course, take them on their dream adventures. Whether they wanted to go syrup surfing on Flipping Pancake Island or frolic with four-legged friends on Mount Puppy—kids were encouraged to create their own adventures, and our job was to help get them there.Like all travel agencies, Radio Flyer Adventure Travel had travel posters, brochures, passport services, even important travel essentials designed to bring kids’ imagination to life. And of course, we helped arrange all the transportation, inviting kids to invent imaginary product features and test them in-store. The adventure continued: families shared their own travel photos and reviews of all the incredible destinations their imaginations took them to.
Relevancy:
Radio Flyer has been in the business of imagination by providing vehicles that run on imagination. To celebrate our 100th birthday, Radio Flyer opened a one-of-a-kind shop: the first-ever travel agency for the imagination, Radio Flyer Adventure Travel. Media placement, and location, for the travel agency was key, and Lincoln Square, in the heart of hometown Chicago, provided a family-friendly, stroller-central, high-traffic neighborhood hub. The experience was amplified, supported and integrated, across a multichannel platform, to bring the idea to life nationally.
Strategy:
This idea was inspired by make-believe and the creative nature of children. Today, kids’ creative freedom and imagination is being limited by structured play. So the travel agency for the imagination — a full retail experience — was created from a kid’s POV to provide an opportunity to dream big and enjoy an experience that brings their imagination to life.
Synopsis:
Radio Flyer, maker of the famous, beloved Little Red Wagon, is the world’s leading producer of wagons and tricycles. They make hundreds of award-winning products in 25 countries. Since 1917, the family-owned company has created staples of childhood, building a legacy of high-quality, timeless, innovative toys that inspire outdoor, active play.Today, children are playing less. A lot less. Imaginative play has given way to structured, scheduled activities and new technology. In fact, kids spend seven hours a day in front of a screen, but experience less than seven minutes of free play*. And it turns out, play is essential for normal development. Some studies indicate a lack of play can result in children being less creative, less independent, less resilient and more emotionally distraught.What better time than the Radio Flyer centennial anniversary to celebrate and inspire imaginative play with vehicles that run on imagination?
Execution:
We knew that, to be relevant, we needed to be in an urban yet family-centric community The Lincoln Square area, in Radio Flyer’s backyard, is home to many young families that walk the neighborhood and enjoy the pedestrian-friendly streets. With neighboring shops like Timeless Toys and Amy’s Candy Bar, Lincoln Square was the perfect real estate for opening the doors to Radio Flyer travel agency for the imagination. Radio Flyer Travel Agency — a full retail experience — was created from a kid’s POV to provide an opportunity to dream big and enjoy an experience that brings their imagination to life.Upon entering, children were greeted by travel agents who asked questions to determine their likes, and help them dream up a destination they would love to explore, and the perfect Radio Flyer vehicle to transport them there.
Outcome:
Over 300 children and parents visited the travel agency for the imagination throughout its opening day.Over 1,500 new destinations were imagined, 928 imaginary product features were tested, 2.2 zillion-trillion dragon farts were detected, 97 ninjas were wrestled, 14 mile-wide pancakes were eaten, 300 languages were spoken and/or invented, and countless new adventures were planned.The goal was brand recognition for Radio Flyer's 100-year celebration, and the travel agency gained significant press coverage from outlets including ABC, NBC, CBS, Chicago Business Journal, Juxtapoz, and several parenting blogs.The launch video was released on National Little Red Wagon Day—a holiday initiated by the iconic toy brand to celebrate 100 years of outdoor play and imagination. It garnered 202 placements and more than 23.3 million impressions. And most importantly, we saw a flood of fresh imagination while remaining 99.9 percent tear-free.