Campaign details

Brand: Hasbro Gaming
Brand owner: Hasbro
Lead agency: OMD
Contributing agencies: Ciaopeople
Country: Italy
Industries: Toys, games
Media channels: Online video, Programmatic display, Social media
Budget: Up to 500k

Executive summary

In a world where big data is the new gold, sometimes even a small powerful insight can make the difference. We focused on an aspect of the relationship between children and parents to create a viral video that touched the hearts of 20 million Italians and reignited the pleasure of spending quality time with children through gaming – whilst also helping Hasbro increase sales.

Market background and objectives

Today youth's free time is dominated by videogames. The toy market is facing a decline and Hasbro, with 59 products in Italy, is suffering.