Petits Filous

We developed a concept and execution for an engagement platform dedicated to parents and their children. Time to Play was created with one simple goal in mind: Encourage and support families in the time they have together.

Brief

Create a multi-channel campaign that crosses the boundaries of pure product advertising, and craft a long-lasting strategy that Petits Filous truly believes in. Appeal to both the children who love our product and the parents who have the purchasing power.

Insight

For families, the more time spent together the better. How can we demonstrate this and ensure that families manage to not only enjoy the time they spend with one another but to even increase it?

Concept

The goal was simple: to pledge, inspire, track, and celebrate 10 million hours of active family playtime across the nation. Time to Play is a platform that brings families together, which makes active family time a positive and celebrated part of being a family. To bring this to life we created an app, online hub, and social content.

The Five Pillars

To bring the concept to life, we developed the 5 pillars of communication. Each element of the campaign was designed to work both independently of each other, as well as a holistically connected campaign for the user to become involved in. Activities ranged from large scale events, to more personal activities to play with your child.

The app and websites serve as a hub for the user to interact, track and gain inspiration for their Time to Play.

Execution

This project spanned a timeframe over a year, with multiple iterations and developments aiming to create one coherent message for the brand. The executions were delivered across packaging, digital advertisements, and a TV campaign.