Without toys, but with the focus on the excitement of those who receive them. Toy Planet’s Christmas advert breaks with the usual codes of the toy category with “The gift is getting it right”, designed by the Burns agency. The brand has chosen to reflect the satisfaction of those who give gifts and get them right to connect on a more emotional level with all their audiences, not just the little ones at home; and at the same time, highlight the diversity and breadth of its catalogue.
The campaign is based on a universal insight, that of the joy experienced when observing someone’s emotion when receiving something they wanted. That feeling is reflected in a minimalist piece with a clean aesthetic that adopts a particular perspective; The camera is placed inside the gift boxes and shows the faces of those who open them. The toys do not appear on screen at any time; Instead, you can see expressions of surprise, smiles and gestures of enthusiasm that give you room to imagine what’s inside each package. The campaign communicates the presentation of the Christmas catalogue.
Shifting the focus from the product to the emotion that comes with giving it away has been a conscious and deliberate decision on the part of the advertiser and the agency. This seeks to explore new formulas for connecting with the audience, evolve Toy Planet’s way of communicating and work on differentiation in a very competitive category at this time of year.
“This Christmas we take another step in our communication with a campaign
that reflects the diversity of audiences we target and our ability to connect with different generations through gaming“commented Verónica Francés, Marketing Director of Toy Planet, in a statement. “We are very satisfied with the result: a communication that goes beyond the toy and focuses on something much more universal, the illusion of finding the perfect gift. A campaign that reflects who we are today and how we want to continue evolving,
accompanying our clients in one of the most special times of the year”.
The commitment to a slow narrative and simple staging is also intentional and strategic. “The category of toys often depends a lot on visuals and stimuli; The intention with this campaign was to move in the opposite direction and abandon excesses”, comments Fede Botella, Executive Creative Director of Burns, in conversation with reason.Why. “In this way, Toy Planet participates in the conversation in a different way, removing everything that surrounds the campaigns of this moment and focusing on human feelings.”.
“The gift is getting it right” also responds to an evolution in the positioning of Toy Planet, which in this campaign brings together its three universes -Toy Planet, Geekplanet and Loca Moon- under the same creative concept and a more current, visual and transversal look, and at the same time does not lose the essence of the brand. The intention of the toy company is to provide coherence and unity to its structure and present itself as a space in which different generations can find what they want most.
Beyond the strategic proposal and its creative execution, the campaign also stands out for its innovation in work and production processes. Burns has worked alongside Inferno, his native AI agency with human supervision, to develop more than 500 creative adaptations and adapt the message to different audiences, formats, platforms, locations and business needs.
Thus, hundreds of different pieces have been created, from videos to static images, maintaining fidelity to the creative idea. All of this, as the agency explains, in less than four hours. In this way, the application of artificial intelligence helps address the production of a high volume of materials. one of the common challenges for advertisers in the current media landscape.
“Toy Planet has a strong promotional strategy and required many adaptations to boost its presence across different touchpoints. In addition, advertising platforms such as Google or Meta require a wide variety of pieces for campaigns.”, explains Macarena Cenalmor, Organic Growth & New Business at Burns, in conversation with reason.Why. “Working with Inferno allows us to quickly adapt parts according to needs and objectives in record time; and always with human supervision”.
The campaign combines strategic ideation with high-volume advertising production. “This campaign is an example of how technology can be combined with human talent to achieve great results.“, assures Carla Alexander, Managing Director at Burns, to this medium. “We provide value in the search for a business solution, the strategy and the creative process; technology and Inferno amplify all ideas”.
“The gift is getting it right” will be executed on connected television, Meta Ads, hyperlocal SEM and points of sale, in addition to having amplification actions through influencers.
