An online video campaign shows the unexpected side to kids playing with technology. While, inversely, the Play Engine, harnesses the power of technology to help give parents endless, simple play ideas. With the end goal of inspiring parents and kids to put down their devices and rediscover the joy of simply playing. Finally, a refresh of the website, including its in-store photography, focused on bringing the store’s simple philosophy to life.
Philosophy
An online video campaign shows the unexpected side to kids playing with technology. While, inversely, the Play Engine, harnesses the power of technology to help give parents endless, simple play ideas. With the end goal of inspiring parents and kids to put down their devices and rediscover the joy of simply playing. Finally, a refresh of the website, including its in-store photography, focused on bringing the store’s simple philosophy to life.
Problem
With an abundance of specialty toy stores popping up in Toronto, Kol Kid needed to find a way to differentiate itself from the lot. Since they opened in 1999, they have always been mindful of childhood development and that’s why they choose to only carry simple, timeless toys that help foster a child’s imagination. We believed that philosophy would truly resonate with today’s parents and help them stand out in era so dependent on technology. So we created a campaign that actually uses technology to help parents to rediscover the inherent value of simple toys and play.