Creative Direction
Tonies | Discover Imagination
A campaign that champions childhood off-screen
The Spot
Screen time is a tension every parent carries. We built Discover Imagination around the nerve to name it — positioning the Toniebox not as a toy, but as a gateway to the vivid, fantastical worlds kids create in their own minds.
Out of Home
Billboards placed directly outside Apple Stores. The provocation made visible.
Results
The campaign resonated. The main spot hit 9.1M plays to 100% completion on Facebook and Instagram, and drove $24.6M in retail sales at Walmart and Target.
