In an era where digital and electronic inventions are consuming hours of our lives, its toys and devices are also making an impact on the way children play. Remember when fun was governed by games and activities like Red Rover, I Spy, Couch Forts and Hopscotch?
Kol Kid is helping parents and their children put down their devices with the launch of a cool new web app (Play Engine) that generates endless, simple play ideas like finger puppets, Simon Says or how to make a homemade printing press, for example. Kol Kid is a Toronto-based children’s store, making a stand to celebrate the value of simple play and illuminate the insight that tech toys can’t always fulfill the tactile joy of simple toys. Kol Kid has also released three online spots to springboard this communications campaign and help reinforce the store’s purchasing philosophy, which is to sell toys that fosters children’s imagination and play habits.
PRESS: Kol Kid’s new campaign by Tribal Worldwide — Toronto helps parents rediscover the value of simple play
In an era where so many digital and electronic toys task kids with a touch of a screen or hit of a button, Kol Kid, a Toronto-based children’s store is launching a new communications campaign that celebrates the value of simple play.
“After shopping at Kol Kid a few times I noticed they didn’t carry a single electronic toy,” says Sanya Grujicic, senior copywriter, Tribal Worldwide — Toronto. “After chatting with Lisa, the owner, our team soon realized there was a philosophy to her store that was much bigger than just toys. Technology is fundamentally changing the way children play.”
Developed by Tribal Worldwide – Toronto, the campaign launches with three 30-second web videos, directed by Tom Feiler of Code Film, that cleverly communicate how tech toys can’t always fulfil the tactile joy of simple toys.
“I’ve always been particularly tuned into childhood development,” says Kol Kid owner Lisa Miyasaki. “I’ve never been interested in toys that do the playing for you. We’ve always carried toys that are tactile and open-ended. Toys that foster a child’s imagination and allow them to create their own play scenarios.”
Putting the spotlight back on simple play activities that many parents grew up with, Kol Kid and Tribal have also launched Play Engine. A web app that generates endless, simple play ideas like finding shapes in the clouds, Simon Says or how to make a homemade printing press, for example. The playful app harnesses the utility of technology to help parents discover hours of imaginative, play ideas. Ultimately, helping kids and parents put down their devices.
In addition to the videos and the Play Engine, Tribal Worldwide — Toronto also refreshed the design of Kol Kid’s website adding new content and in-store photography by Tom Feiler, that helps bring the store's philosophy to the forefront. Print advertising and in-store signage are being developed as well, to further round out the campaign and drive traffic to the store.
Credits:
Creative Advertising Agency: Tribal Worldwide, Toronto, Canada
Managing Director: Andrew McCartney
Creative Directors: Louis-Philippe Tremblay, Denise Rossetto
Copywriters: Sanya Grujicic, Tiffany Chung
Art Director: Andrew Bernardi
Agency Producer: Andrew Schultze
Strategy: Lisa Hart, Dino Demopoulos
Production Company: Code Film
Director: Tom Feiler
Director of Photography: Alan Lukatela
Cameraman: Andrew Easson, Michael Tung
Sound: Shawn Kirkby
Line Producer: Magda Czyz
Post-Production Company: School Editing
Editor: Kyle McNair
Online Editor: Paul Binney
Colourist: Jason Zukowski
Audio House: Pirate Toronto
Audio House Director: Stephanie Pigott
Audio House Engineer: Jared Kuemper
Casting Agency: Andrew Hayes, Powerhouse Casting