SMYTHS – THAT PERFECT TOY FEELING
Role: Creative Direction
We ran the Smyths account for a few years. For this campaign we focused on that feeling that every kid gets when they find the toy that’s just right for them. Smyths – the musical was born.
SMYTHS – BRAND LAUNCH
Role: Creative Direction
The biggest toy store around wanted a new brand idea. ‘Hey, Let’s Play’ was launched and was a huge hit. The launch ad was fun to film. Who doesn’t want to mess with toys and pretend it’s work.
To extend play time in the run up to Christmas, Smyths opened late.
And we directed families to where the fun was happening with directional posters in proximity to retail parks.
SMYTHS – SUPERSTARS
Role: Creative Direction
The second campaign focused on the superstore superstars, the toys themselves. It was basically a sequel, but this time the toys were travelling from far and wide for the chance to be featured in the store.
SMYTHS – THE KIDS WILL NEVER KNOW
Role: Creative Direction
Introducing the genius idea of turning Smyths Toys carrier bags into ‘boring shops bags’ so that parents could hide presents at Christmas.
SMYTHS – AMBIENT TURTLES
Role: Creative Direction
When the Teenage Mutant Ninja Turtles movie was released, we created a concept that made sure they were popping up from every sewer near Smyths stores.
