To launch Mattel’s e-commerce in Europe through a social commerce strategy, we targeted Kidults (adults with an inner kid spirit) with a simple message: Trade all those “adult things” for toys on Mattel.com.
To promote the activation, we realized that one of the most adult and boring things on internet can be advertising itself. This way, we created Trade This Ad, challenging people to get to the end of the ad and trade it for their favorite toys.
My role here was as a Video Director and Animator, collaborating with the .Monks teams in Madrid and Italy. I focused on developing the storyboard and guiding designers to create styleframes that would support a simple yet clean animation.
Credits
Client: Mattel Italy
Agency: Media.Monks
Executive Creative Director: Agustín Castellani
Creative Director: Luisa Consuegra
Copywriter: João Oliveira
Art Directors: Elena Pérez - Carmen Alcina
Animation & Video Direction: César Unda
Head of AV & Sound Design: Enrico Varagnolo
Strategy: Christopher Wilhelm
Account: Daniela Chiorboli
Influencer team: Philippe Hug
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