KidZania is a unique concept.
It’s a client who attempts to bridge the gap between a sense of childhood exploration and discovery, with an adult understanding of responsibility and adventure. They do this using an incredible experiential playground jam-packed with workplace experiences, designed for kids, by grown-ups. KidZania is 75,000 sq ft child-size city in the Westfield shopping centre in central London.
The challenge was to create an advertising campaign that captured a sense of exploration and discovery and introduce KidZania to the British audience in a simple yet powerful execution. The biggest hurdle was that Kidzania hadn’t even been built! Through insight and understanding, we realized that simply talking about this fantastical place was not enough – we had to show them.
The answer was to create a KidZania street in 3D, which when rendered, allowed us to create an incredible, beautiful piece of versatile key art. Our creation was so versatile that it was able to fit multiple platforms and also allowed for highly specific targeting across different audiences. Most importantly, it looked like the real thing. This, combined with powerful messaging about the experience gave them a fantastic platform to launch with.
Following a 4 way pitch, we were appointed to handle their integrated programme across digital and offline channels. Creativity and a strong insight-led approach to kids and family audience led to our appointment. In the words of Paul Cummings, Marketing Director “innovative and consumer insight driven approach reflected the innovation and uniqueness that reflects KidZania. We are delighted they are on board.”
Keyart started as 3D render, then all additional details, characters, textures, lights and interiors were retouched in. The campaign spanned across various OOH and brought to life in DOOH media, the print covered ads in various local and national newspapers. I also created a number of leaflets, bookmarks and collateral elements.