Jan, 12 2017

Objective

To illustrate new research conducted by toy company Chad Valley, highlighting the challenges parents face when playing with their children, in terms of finding sufficient time and imagination. We were tasked with redressing the balance.

Solution

We decided to cast real child/parent duos, yet reverse their usual dynamic with a one-of-a-kind crash course in playtime and imagination. A real classroom was stocked with a bumper range of Chad Valley toys, which served as both set dressing and key interactive props. The kids assumed the mantle of teacher, with the somewhat sheepish parents relegated to a comically small pupil’s desk. Although a basic lesson plan was drawn up, we deliberately gave the kids a very wide brief, capturing their authentic spontaneous behaviour via 2 classroom cameras. We kept the text graphics simple yet colourful, complementing the real blackboard illustrations captured on the day.

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