CDP has unveiled its first work for the Early Learning Centre since
winning the pounds 1.5 million task in September.
Seven print executions will roll out next week as part of a campaign
that will run until Christmas in the national press, colour supplements
and women’s magazines.
The work focuses on the fun that can be had with the products, showing
how children muddle up their toys and stretch their imagination to get
the results they want.
The ads feature big, friendly lettering, with a series of lines that
rechristen the Centre with words that relate to children’s toys. One
execution shows a toy police car and carries the line: ’The ’let the
cookie jar go free and nobody gets hurt’ Centre.’ Another shows a train
set with toy animals in the carriages driving into a toy fire station,
accompanied by the text: ’The ’Mr Tiger driving the train into the fire
station’ Centre.’
Chris Macleod, managing director of CDP, said: ’The Early Learning
Centre has a great history of being serious about toys, and we want to
place it as the authority of children’s play.’
The ads were written by Frank Houston and art directed by John
Tompkin.
Media is through CIA Medianetwork.
