V&A Museum of Childhood brings imaginary friends like 8ft dinosaur to life

A three-eyed girl with a pet cloud and an 8ft dinosaur are just two of the weird and wonderful imaginary friends that have been brought to life for an exhibition at the V&A Museum of Childhood, with the children and their make-believe pals photographed by Rankin for a poster campaign.


The press and poster campaign breaks on 1 February and promotes the V&A Museum of Childhood’s ‘The Imaginary Friends Collection’ show, which opens this week.

The project kicked off in September, when more than 60 children attended a workshop and were asked to describe their imaginary friends in as much detail as possible.

The most intriguing characters were brought to life by Wallace & Gromit creators Aardman; artist Tsuneo Goda, who is the creator of Japanese pop icon Domo Kun; and Becky & Joe, who were behind viral hit Don’t Hug Me, I Am Scared.

The video above shows the children's reactions upon first seeing their their imaginations brought to life in the real world.

Fashion photographer Rankin photographed each of the children and friend.

Arvid Harnqvist and Amar Marwaha, the creative duo from Abbott Mead Vickers BBDO who devised the idea, said: "Children create many amazing things. Take their imaginary friends for instance. They are talked about all the time and often become part of the family. But when the child gets older, these marvellous creations fade away. This project aims to immortalise them."

Client: Rhian Harris, director; and Joanna Bolitho, marketing manager, V&A Museum of Childhood

Agency: AMV BBDO

Creatives: Amar Marwaha, Arvid Harnqvist

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content