If you’re a child, Play-Doh is wonderful worlds and weird creatures. So for its 60th anniversary in 2016, Play-Do became A Can of Imagination, and last year DDB Paris created a campaign of three press and poster ads – made entirely of Play-Doh – to explore what the imaginative world of Play-Doh looks like.
The campaign, which won 3 Cannes Lions now has a follow-up, Play-Doh’s Gallery of Emerging Species, developed by DDB Paris in partnership with digital production studio, Merci Michel. The Gallery exists as an online museum of natural history, in which dozens of imaginary species are displayed, all hand-made in modelling clay, then animated and described, one by one, with the tone and manner of National Geographic documentaries.
https://youtu.be/DhHTh96Omxg
It appeals both to children, who love the shapes, colours, names and stories of the curious animals, and to parents with its jokes and humorous references. The Emerging Species campaign underlines the amazing power of creation that modelling clay offers. And most importantly, promotes the idea that children can do a lot with a bit of imagination. They can even change the fate of our planet, where species do not emerge, but sadly become extinct.
https://youtu.be/MbvqQ5EmJmg
Each new species is shared on Facebook, where people are invited to share their own newly discovered species. The most creative ones will be exposed in the Visitors’ Gallery, next to the main hall, on the website.
The Gallery of Emerging Species also includes a series of 5 animated videos made by French studio, Eddy, which are viewable online supported by radio messages and posters.
Explore The Gallery here (best in Google Chrome):
Credits:
Creative Agency: DDB Paris
Executive Creative Director: Alexander Kalchev
Copywriter: Jean-François Bouchet
Art Directors: Emmanuel Courteau, Rémi Picard & Natacha Olive de Cherisey,
Clay Modellers: Natacha Olive de Cherisey, Emmanuel Courteau, Rémi Picard & Marion Dervaux
Agency Supervisors: Vincent Léorat, Camille Passot & Marie Tricoche
Digital Development: Merci Michel
Production: Eddy
Directors: Emmanuel Courteau & Uri Lotan
Animation Studio: Brunch Studio
Producer: Mélanie Parisi
Modeling: Ugo Froment, Valentin Samuel
Surfacing: Ugo Froment, Jordan Lorcet
Rig: Sylvain Bonnet – Maxime Granger
Animation: Alice Dumoutier
Lighting & Compositing: Mathieu Maurel
Sound Studio: Studio 5 (Cédric Boit, Clément Reynaud, Alexandre Vicart & Marine Crémer)
Music: Alexandre Vicart
