ABOUT

Concept: Show parents what Play-Doh really does for their kids' brains. Play-Doh makes smart kids. Maybe even smarter than their parents.

Execution: Each ad is a crime scene that hasn't been discovered yet. The cookie jar is full again, with Play-Doh cookies. The piggy bank is back on the shelf, minus the money. The family of garden gnomes looks complete, as long as nobody checks the little one the soccer ball broke. Photographed by David Prior.

Result: A Cannes Lion, a Bronze Loerie and a place in the One Show.

Three facts:
1. David Prior (photographer) has a one-legged, 14-year-old emu that was comped out of some shots.
2. Play-Doh is not suggesting that you should ever eat Play-Doh (unless you want to, tell a friend!).
3. The campaign featured at most international shows.

Copywriter and Creative Director: Kenneth van Reenen. Art Director and Creative Director: Brendan Hoffmann. Photography: David Prior.