Where grown-ups see spare change, kids see Smyths Toys
Droga5 Dublin launches a new European campaign for Europe’s leading toy retailer – Smyths Toys Superstores.
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Droga5 Dublin, part of Accenture Song, has developed and launched Smyths Toys Superstores’ new European campaign for TV and social channels.
The creative approach brings to life the story of a young girl who transforms into an iconic showstopper the moment her mum hands her loose change in Smyths Toys. The £10 & Below aisle becomes her stage, and as she moves through the store, she encounters other kids who feel just as legendary.
At its core, the campaign has two key objectives. First, it spotlights the unbeatable value at Smyths Toys, showcasing the excitement of the £10 & Below range. Second, it taps into the pure joy kids feel when they have their own money to spend - because £10 really does hit differently when you’re young.
Credits
View on- Agency Droga5/Dublin
- Production Company Banjoman Films
- Director Big Red Button
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Credits
View on- Agency Droga5/Dublin
- Production Company Banjoman Films
- Director Big Red Button
- Executive Producer Matthew D'Arcy
- Producer Keith Bradley
- Editing Shift Post
- Editor Rachael Spann
- Post Production GABHA STUDIOS
- Executive Post Producer Dafydd Upsdell
- Post Creative Director Daniel Morris
- VFX GABHA STUDIOS
- VFX Supervisor Daniel Morris
- Color GABHA STUDIOS
- Colorist Andrew Francis
- Sound Designer Will Farrell
- Sound Blast Audio/Dublin
- Audio Mixer Will Farrell
- Music Blackbook Music
- Music Producer Anthony Andrews
- Chief Creative Officer Jen Speirs
- Creative Director Alex Ingarfield
- Associate Creative Director Carina Caye
- Art Director Steve Clifford
- Copywriter Emmet Heneghan
- HP Jessica Bermingham
- Senior Producer Aisling O'Dwyer
- Producer Steve Battle
- DP Luke Jacobs
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Droga5/Dublin
- Production Company Banjoman Films
- Director Big Red Button
- Executive Producer Matthew D'Arcy
- Producer Keith Bradley
- Editing Shift Post
- Editor Rachael Spann
- Post Production GABHA STUDIOS
- Executive Post Producer Dafydd Upsdell
- Post Creative Director Daniel Morris
- VFX GABHA STUDIOS
- VFX Supervisor Daniel Morris
- Color GABHA STUDIOS
- Colorist Andrew Francis
- Sound Designer Will Farrell
- Sound Blast Audio/Dublin
- Audio Mixer Will Farrell
- Music Blackbook Music
- Music Producer Anthony Andrews
- Chief Creative Officer Jen Speirs
- Creative Director Alex Ingarfield
- Associate Creative Director Carina Caye
- Art Director Steve Clifford
- Copywriter Emmet Heneghan
- HP Jessica Bermingham
- Senior Producer Aisling O'Dwyer
- Producer Steve Battle
- DP Luke Jacobs
The activity comes hot on the heels of Smyths Toys’ Christmas campaign, also developed by Droga5 Dublin, which was a bold departure for the Galway-headquartered retailer. Building on that momentum, this latest work reinforces what kids all over Europe already know: Smyths Toys = adrenaline-spiking, awe-inspiring excitement.
The campaign will run across all of the brands’ European markets; Ireland, UK, Germany, Austria, Switzerland, Netherlands and France.
“This brief was all about capturing the incredible value parents find at Smyths Toys. But, as with all our work for Smyths Toys, we asked ourselves, how does that feel for kids? The answer, absolutely epic. When you're young, even just one number bigger than your age feels massive.” said Alex Ingarfield and Carina Caye, Creative Directors at Droga5 Dublin.
“We’re so excited to show off our £10 & Below range, from dinos and dumper trucks to cheeky monkeys and foam planes, there’s something for every little shopper! Perfect as a treat, a reward, or a birthday surprise. Droga5 nailed that magical feeling kids get when they’ve got their own money to spend!” adds Sinead Byrne & Martina Ruane – European Marketing Directors, Smyths Toys Superstores.
