In a world where 1 animal species disappear every 20 minutes, the concept of "emerging species" was a way to underline the incredible power of creation that Play-Doh offers. Dozens of species, all born from imagination, hand-made in modeling clay and then animated, were showcased online in a funny museum of natural history, just like in documentaries. A "visitor's gallery" was linked to facebook and regularly enriched by some user generated content. The campaign was also broadcasted on national radio networks, with a specificity aimed to enrich the concept on this media: since the species, of course, could not be seen, a baseline was concluding: "If you can imagine it, you can create it", before a final drive-to-website line.