Communication Arts magazine, the world’s largest international circulation of any trade journal on communications, recently published the results of its 57th annual advertising competition. Of the 3,683 entries submitted from around the world, a jury of internationally respected creative professionals selected 138 winners, and we’re proud to announce that we were honoured with the Award of Excellence in Communication Arts for our work on the Hasbro Play-Doh ‘Offline’ campaign.
Children growing up in today’s fast paced world of Internet and technology are missing out on a childhood spent outdoors riding bikes, skipping stones, and letting their imagination run wild. Instead, they prefer being cooped up indoors, engrossed in the digital worlds of their tablets, phones and gaming consoles.
We decided to challenge the glorification of the virtual world.
We created a series of indoor posters, targeted at parents, that cleverly delivered the benefits of staying offline and engaging with Play-Doh instead: ‘no charger needed’, ‘no in-app purchases’, ‘no loading time’, ‘no Internet required’, and ‘no updates necessary’.
We feel humbled to have our work recognised on prestigious and international advertising platforms. The Hasbro Play-Doh ‘Offline’ campaign has received a large amount of online buzz and was featured on numerous industry related websites and blogs. Locally, it was awarded the Creative Circle Ad of the Month, became an Ad of the Year finalist, and was also awarded a Bronze Loerie. We couldn’t be more proud of the hard work our team delivers at every opportunity provided.
Led by creativity and underpinned by strategy, TWO. AM strives to offer clients the very best, whilst always delivering more than expected.
Reijer van der Vlugt
Michael van der Meer
Cara Birkett, Siphiwe Thabethe – Hasbro South Africa