playcation // tennessee tourism
kids love getting toys for the holidays. but most parents would rather give an experience that captures their attention for more than 10 minutes. like a family trip to tennssee.
so, we created something that let parents gift both. putting it all in a shoppable toy catalog that shipped out right before the holiday season.
tv spots + online videos
we matched the look, feel and tonality of videos that already capture kids’ imaginations. getting them watching, laughing and dreaming about their next big adventure in tennessee.
campaign elements
every scene, video and visual was custom built from the ground up.
kid reviewed spots
the playcation look and feel merged with our existing family campaign. bringing to life real reviews from real kids, no matter how unrealistic their claims might have been.
playcation
effies: bronze, travel & tourism; bronze, david & goliath; bronze, media innovation
london international awards: silver, integration: direct marketing; silver, creative strategy
adweek experiential awards: best experiential activation by a travel brand
gerety awards: bronze, innovation: product and packaging
featured in the drum, campaign live, fast company, popsugar, business insider, trendhunter, yahoo!, ebay and agency spy
writer: jonathan vigliaturo
art directors: austin ridling, mars denton
gcd: ryan simonet
agency: vml
animation: the garage
kid reviewed
writers: jonathan vigliaturo, ry radermacher
art directors: austin ridling, erik stark, ethan tedlock
gcd: ryan simonet
agency: vml
animation: the garage
director: chusy, plan a films