This category will honor those efforts that successfully communicate to teens or young adults.
Oh, the possibilities!
New competition created a strong challenge for Fisher-Price whose sales and brand had begun to erode. In order to re-energize the business, the campaign for infant toys needed to breakthrough the intense TV toy clutter to generate new excitement and purchase interest among moms. Because moms today seek to maximize the enrichment they provide their infants, the strategy was to infuse Fisher-Price with new fun energy by linking their toys to a richly dramatic, "over-the-top" experience that yields maximum developmental benefits for the child. The advertising positions Fisher-Price infant toys as the key to unlocking an unlimited world of possibilities for the child.
Agency: Young & Rubicam New York
Our challenge was to launch a $10 Yomega yo-yo in a traditionally under $5 category. Our spin: Yomega has new technology that makes yo-yoing easier, helping new yo-yoers feel less lame, maybe even cool. Our goal was to help Bandai sell a ton of Yomega Yo-Yos through the second half of 1998.
Client: Bandai America
Agency: JWT Los Angeles