ABOUT

HASBRO approached DRUM last year with a brief to commemorate the 60th anniversary of Play-Doh with a TVC. Talking to Mums of children ages 3 – 6 who loves to share their moments of self-expression and creativity.

Drum’s response was to create a TVC with a bold and imaginative story at the heart that would capture our audience imagination. We took things further by encouraging our audience to interact with this story in unique ways through Play-Doh’s Facebook page.

We created 'George the Blob' as a symbol of inspiration. Just like kids when they play with Play-Doh, George discovers that imagination has no boundaries.

We challenged a top LA based animator to bring the magical story to life with the first ever fully Play-doh stop-motion advert.

The results paid off, with the George the Blob campaign reaching over five million, online, on TV and in cinema.

Around the release of the film we used Facebook to connect with fans. We created two bespoke trailers which teased the enchanted characters, and behind the scenes stills gave audiences glimpses of the magic we had in store for them.

Once the film aired we used George to get kids using their own imagination. Across one month we posted creative briefs on Facebook inspired by the story and encouraged kids to share their imaginative sculptures. With each brief we would highlight a “star of the week” and give one happy Play-Doh fan a prize.

And we didn’t stop there. We created four animated tutorials to teach kids how to recreate the heroes of the film. We also picked key moments of action from the film and turned them into looping GIFs for people to like and share. No film premier would be complete without a set of posters featuring the heroes of the story.

George the Blob gave Play-doh a positive brand reception with key audiences, and thanks to its success we are planning bigger and better adventures for George next year.