Playdoh: Squash Your Nerves
TARGET:
Individuals struggling with the
anxieties of adulthood.
INSIGHT:
Fidget devices offer a way to ground individuals experiencing anxiety and stress. Since Play-doh is remembered fondly by many adults from their childhood, it can be rediscovered not only as a toy but as a way to redirect their energy.
CAMPAIGN:
Getting older doesn’t mean you’re magically more equipped to cope with each day’s unavoidable highs and lows. Instead of letting them linger, Play-doh is introducing an adult line to help tackle your stress head-on. Take what life throws at you and squash it.
Copywriting:
Krisha Añonuevo
Art Direction:
Charlie Hilger
PRODUCT EXTENSION: ‘DOUGH’
Introducing our new line Dough for adults.
We’re repackaging Play-doh for a simpler, more “sophisticated” style for adults, now developed without gluten so it stays fresh longer.
Product will be placed in pharmacies and shelves outside of the toy aisle to stress its therapeutic benefits.
OOH ADS
PRE-ROLLS
STUNT: GIANT PLAYDOH
A giant playdough ball will mysteriously appear in various public spaces overnight.
Students, workers, and pedestrians are free to take from the dough as they head towards another long day.
EXPERIENTIAL: NERVE SQUASHING ROOMS
Pop up room and partnership with mental health centers at Universities during finals week.
These tactile rooms invite students to leave their stress, tech, and adult life at the door and indulge in sole relaxation.
