The Therakids by Fisher-Price
Briefing:
- Brand: Fisher-Price, the world's largest preschool products company.
- Brand's purpose: accompany parents on their adventure under the motto "Let's be kids".
- Objective: focus on an adult problem and solve it from a child's perspective.
- Message: remind adults what it is to see life through a child's eyes.
- Target: Millennial parents.
- Mandatory: an out of the box brand action.
Research & solution:
CINFA Salud claimed that 61,2% of parents with children feel constantly stressed out and most of the time (98,4%), those feelings are caused by everyday factors. Adults tend to complicate their lives and worry about irrelevant matters. So, how children can help adults in this sense? Trough their innocence spirit. Normally, children take life in a simple way.
Thus, Fisher-Price provides a hotline for consultancy where children will be the little therapists who answer calls. This kind of therapy will allow adults to see life in an easier and funnier way. To complement the action, Fisher-Price will resurrect the last remaining phone box in Barcelona.
To give more details about the ideation, I’ve attached the following Case Study video task:
In relation to the visual identity, I wanted to conceive a convergence between the professionalism of adulthood and the innocence of childhood, betting on an elegant aesthetic, pastel colours and simple messages. A combination of two antagonists concepts: therapy and fun.
In order to create a transmedia campaign, the funnier calls will be recorded and shared on a temporary landing page to create more traffic. Here is an example of how the web page would look like.
