Kids used to go out to play. Now they sit around and watch screens. Taking their devices away is a punishment they dread more than anything. Canada’s The Local Collective and Mastermind Toys have made a very simple observation, The World Needs More Play, and they’ve housed it in a very simple ad, that “says” everything it needs to, nonetheless. It’s a “magical” shower of toys paired with a child’s delight and the invitation, Let’s Play. You might notice that it’s irresistible to adults.
Matt Litzinger, co-founder, president and chief creative officer of The Local Collective explained the thinking behind the work:
Mastermind Toys has been around a long time so why now for this work?
Matt Litzinger: The leadership team at Mastermind has been reshaping the business in ways that help the brand remain loved and adored by people everywhere, while improving its e-commerce, partnerships and continued leadership as Canada’s Authority on Play. Widening its selection based on play patterns. Sequencing is important, and it knew as a brand the next step in the process was to build up awareness and bring to a broader audience that special feeling we all feel when we walk into a store.
What was your creative approach? How does it fit the brand and its objectives?
Matt Litzinger: Mastermind Toys is Canada’s Authority on Play and that leadership can be felt inside of every Mastermind store across Canada. We worked with their team to develop a platform that continued to invite every Canadian of every age to never stop playing. The world is in a play deficit right now, it’s been happening slowly over the past few decades, and we are playing less. The benefits of both structured and unstructured play for development and health are massive, and we wanted to remind Canadians to play.
How do you characterise this work: Is it awareness? Is it a brand affinity play?
Matt Litzinger: We think this quote from Susan Anderson vice president, marketing and brand at Mastermind answers this question best:
“Mastermind Toys has 68 stores coast-to-coast and a very loyal customer base but identified that we have an opportunity to drive awareness of our brand, and what we stand for, to more Canadians. We believe that the world is better when we play and that as Canada’s Authority on Play, it was time for a call to action for more play. That’s where the concept for “Let’s Play” came from. We partnered with The Local Collective to help us bring to life the sense of wonder and discovery that is core to the experience at Mastermind Toys, while also highlighting our world class curation of toys and books that foster imagination and child development through play.”
Campaign credits?
Matt Litzinger: This is a national platform running online in a range of platforms. We worked closely with the in-house team at Mastermind Toys. We love when we get to work with in-house teams because they just can augment the brand standards. It’s a much different experience than how it used to be. The production partners are as always, just the best. Taylor Reid directed; Married to Giants edited; Grayson on sound and Alter Ego on Post. A literal festival of talent. I couldn’t be happier with how it came out.
Last word?
I really think that this type of messaging is so much what we need right now. 2021 has been a minute. It’s great to start to turn the page and feel hopeful, inspired and that childlike sense of wonder again. It’s literally how you feel inside every Mastermind store…and it feels great to help share that with the world. And the world really does need more play. So, Let’s play.
