Cannes Lions

If I were a Toy

McCANN MANCHESTER, Cheshire / SMYTHS TOYS SUPERSTORES / 2017

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Overview

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Credits

Overview

Description

Who said toys have to be pink or blue? Taking Beyonce’s hit ‘If I were a boy’, we changed one simple letter and ‘If I were a toy’ was born. It featured a loveable toy called Oscar, who controversially appeared in a pink princess dress.

Execution

We created a toy, who looked great in jeans or a dress and he was quickly picked up by journalists. He appeared in the likes of the Huffington Post and Cosmo. And while we were doing that, the ad spread like wild fire and praise from around the World came pouring in.

Outcome

In three weeks alone;

Over 6 million Youtube hits.

Highest Christmas sales ever.

12 million impressions.

The introduction of gender neutral aisles nationwide.

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