TAKE A TRIP
[Spec work created in collaboration with Emily Corbin [Strategist], Erika Casales [Art Director], and LeAndra Langhorne [Copywriter] at Adhouse]
THE INSIGHT //
PEOPLE THINK THAT TOYS R US IS JUST A RETAIL STORE, BUT REALLY, IT’S A DESTINATION.
Because sometimes mom’s just need a break.
THE STRATEGY //
Reinvent Toys R Us as a getaway, not only for kids, but for parents too. By maintaining Toys R Us’ classic toy store vibe, we can continue to be the place for kids’ imaginations and dreams to run wild. But, by adding a ‘getaway’ aspect for parents, we can make Toys R Us their place as well.
THE CAMPAIGN //
TAKE A TRIP.
This rebrand invites parents through the doors of Toys R Us, with their kids, not just for their kids. With it, we highlight the idea that going to Toys R Us is no longer something that only kids look forward to. Parents can now take a trip to Toys R Us for a drink, massage, or well-deserved mommy down-time. Fun is meant for everyone…parent’s especially. Cause they’re the ones who do literally everything for us, even when we are driving them absolutely mad.
SO, LET’S BE HONEST, THEY COULD PROBABLY USE A DRINK…
Through thoughtful social hacks, Toys R Us forces people to see it, acknowledge it. From simple instagram stories turned OOH billboards [strategically placed to meet you exactly when and where your kids make you want to pull your hair out], to Geoffrey the Giraffe on Twitter, to an injection of Toys R Us on every ‘search’ site [Travelocity, Google Maps, sitter.com, Groupon].
