Digging into research, we stumbled across a disheartening fact. A recent UK study discovered that 72% fewer kids have imaginary friends than just 5 years ago. So, we created a 60 second film to kick off our new platform, Imagination Included, depicting a young boy’s imaginary friend on the verge of death because of his indifference. The boy’s parents frantically call Toys ‘R’ Us, who then scramble a paramedic duo to resuscitate Mr. Ferguson, the imaginary friend. They use everything from a He-Man figure to a Baby Shark Water Blaster to a whoopie cushion to bring Mr. Ferguson back to his fun-loving self.

With closures across the United States, Toys 'R' Us (TRU) needed to not only remind Canadians of the brand's existence north of the border but simultaneously increase consideration, defending them against the lower prices and convenience found at retail giants like Amazon and Walmart. This launch for the holiday season would mark TRU Canada’s first-ever brand platform.

The campaign far surpassed the original business and brand objectives, with unprecedented results, including:

A 49% lift in brand consideration amongst those who had been exposed to the campaign –- their core goal.

A whopping 11% increase in traffic to the website and in store.

An 85% positivity rate in consumer sentiment towards TRU.

A 10% higher than average view-through rate of long-form skippable content.

A platform that has years of legs with creative that can be fun and engaging on a minimal budget.

The TRU clients were immensely proud of the campaign content: it brought their story to life and elevated their message in extraordinary fashion. Compliments poured in across social media, from delighted parents to ad industry professionals.

It’s not surprising when a North American toy retailer leans into gift giving, wish lists, and unwrapping scenes during the holidays. What is surprising is when it leaves the holidays unmentioned. Although “Imagination Included” launched during the holiday season, we intentionally skirted seasonality. This helped not only with breakthrough potential and longevity of the spot, but helped the brand be more inclusive of all cultures and religions during a time of year that can be particularly divisive.