PrettyGreen
Restaurant of Imagination
This collaboration between PrettyGreen & Play-Doh stunned our judges with its innovative approach to promoting one of Hasbro's newest products.
Understanding the stress parents face with picky eaters, the campaign transformed mealtimes into magical experiences by engaging pre-schoolers through imaginative play.
A pop-up event, amplified by talent and influencer partnerships, showcased Play-Doh creations turned into real-life meals, capturing the attention of both children and parents.
The campaign's creativity and strategic execution resonated across PESO channels, generating an impressive reach of 549 million. By positioning the Busy Chef’s Kitchen as more than just a toy, but a tool to spark children's interest in food, the campaign exceeded its objectives, making mundane mealtimes a fun and educational adventure.
This unique blend of creativity and insight solidified its success and award recognition.
Judges Comments
“Fantastic campaign from research to execution. Creativity is what makes a campaign travel beyond its media budget, attracting organic shares and media mentions, and the resulting KPIs of this campaign really demonstrate that.”
Deep Dive
The Most Creative Campaign award was sponsored by Billion Dollar Boy
