For children, Play-Doh is a way to turn the imaginative ideas in their heads into real things they can play with. For parents, Play-Doh is a way to foster that imagination. For Play-Doh’s advertising agency therefore, the task is to inspire that imagination.

Play-Doh’s Colombian ad agency, DDB, has done exactly that. The agency has created a series of transparent outdoor posters, each moulded to present the shape of a toy with a can of Play-Doh embedded in its centre. The campaign, Open a Jar of Imagination, coincided with Children’s Day in April.

The OOH campaign idea was also translated into a limited edition direct campaign for influencers and media.

Jonathan Kaplisky, marketing director of Hasbro: “Play-Doh is the ideal brand for this campaign because it pleases both parents and children. The parents, because they know that with Play-Doh their children can develop creativity, and the children, because it’s a brand that transmits a ton of fun.”

Credits:

Creative Agency: DDB Colombia

Chief Creative Officer: Leo Macias

Creative Directors: Juan Espitia & Mario León

Creatives: Mario León & Juan Espitia

Producer: Esteban Pava

Chief Executive Officer: Borja De La Plaza

Account Director: Paula Botero

Production Company: Padiplast

Designers: Yorlady Suarez Special

Production Manager: Luis Fernado Padilla

Client: Hasbro

Brand Manager, Play-Doh: Lina Henao

Marketing Manager: Jonathan Kaplinsky

Assistant Marketing Manager: Donaji Trejo