Toys R Us Canada might be 30 years old, but a new campaign promises it’ll remain forever young.
A playful online video execution created by Toronto agency Open turns the nostalgia of hitting the big three-oh on its head by offering a childlike view of the world throughout the age spectrum.
Martin Beauvais, partner, creative at Open, said it’s a reminder to everyone how important it is to continue having fun, no matter what your age.
“We wanted to create something as truthful as possible… I think we achieved that, and it’s interesting because you think it’s just about little kids, but there is an adult component,” he said.
Beauvais said the global toy brand came to Open with a “blank slate.”
“That’s the way they work and we like it… There had to be a purpose to celebrating 30 years in business.”
“No one cares about a business’s anniversary really, people think ‘Why are you telling me? why do we care?’ unless there is something interesting and engaging to say.”
The resulting creation, “I Will Always,” has been a year in the making. It uses a version of the well-known Toys R Us jingle as a nod to the brand’s roots, and features a range of characters, young and old, doing fun and interesting things, from playing with bugs, to rolling down hills and searching the night sky with wonder.
It’s an inspirational piece of work, but also a shout out to people who keep fun in their everyday lives, Beauvais said.
“This is something I personally adhere to and use in my life. It’s so important that you stay playful. You can’t just become serious because you are growing in age,” he said.
The film, released last week, lives online and drives to an accompanying social component – a Toys R Us Canada’s Facebook app where users can take their own “oath” to never grow up. Users will see a map that shows their location, along with others, to create a “cross-Canada portrait of the young at heart.”
The toy retailer is also holding a series of in-store promotions and events in retails outlets across Canada.
