In 2016, for its 60th Anniversary, Playdoh launched a new worldwide communication platform focused on one word: « imagination ». In a world of apps and digital entertainment, we had to show that Play-Doh is still a wonderful way for kids to express themselves and develop their imagination.

We wanted every square centimeter of the ads to be 100% Playdoh’s DNA. The image, the typo and even the logo are all hand made.

In fact, we wanted that adults feel like kids again in front of the print ads. We wanted the posters to be like a Christmas window.

It started with some dozens, then hundreds, then thousands of drawings, to shape every character, every animal, every detail. It followed with a huge work on colors, made on computer this time, to be sure of every piece’s tone. Then came the time to model clay and it changed a few grown-ups into kids. Months of extremely precise, yet joyful work, for each visual, tagline and logo. Finally, every piece was shot in studio. 

And one day, we saw that we had brought to life « The World of Playdoh ». Truly.