The Natural Confectionery Company has launched “Let’s Play”, an advertising campaign encouraging parents to reminisce and step into a kid’s world full of imaginative, creative play. Television, online, radio and outdoor ads reminds adults of a world where the imagination roams free, thoughts run wild, where nothing is impossible and everything is a big adventure. For those who may have forgotten, creative play is the best kind of play. It’s the unstructured, make-it-up-as-you-go-along, use-your-imagination type play.
The “Let’s Play” commercial is set in a suburban backyard where three boys gather in a cubby house around the base of a tree. Over the other side, three girls are watching from a cubby house up in the trees. Suddenly you see their world transformed; now the kids are dressed as pirates and buccaneers, wearing eye masks and carrying swords. One boy draws the short snake, now set with the challenge of retrieving a bag of The Natural Confectionery Co. Snakes from the other side. The green grass transforms into a perilous ocean and the friendly pug looking on, turns into a menacing shark, a threat to the boy’s mission. Finally he reaches the other side, grabs the packet of The Natural Confectionery Co. Snakes only to trigger a net trap set up at the base of the tree. The girls have finally got their catch of the day, giggling at their win. Click on the image below to play the Let’s Play commercial in YouTube (HD)
The Let’s Play campaign was developed at The Ross Partnership, Melbourne, by managing director Ian Ross, creative Meg Sorenson and account manager Vicky Melis, with Natural Confectionery Co candy category head Karena Ly, senior brand manager Lisa Casey and assistant brand manager Kaitlin Rimington.
Creative Director Meg Sorensen says of the new campaign: “In the same way having the occasional treat is a natural part of being a kid, so is play. This ad is a celebration and reminder to parents of the importance of play in a well-rounded childhood. Play is how kids express creativity, imagination and independence for themselves. It is how they find out who they are and how they fit into the world. We hope parents look at it and remember playing like this when they were kids and register it as a great big YES for the rights of kids to just be kids. It is an ad that presents an alternative to ‘artificial’ play which is consumed – not created.”
Brand Strategy was developed at Naked Communications by found partner Adam Ferrier, managing director Matt Houltham, expression manager Aliya Hassan.
Media was handled at Carat by senior business executive Mila Sedivy and digital director Hayley Crossthwaite.
Public Relations were handled by Liquid Ideas by account director Tegan Flanagan and Louise Tran.