Joupi Toy Store

There are very few great insights left that haven’t been overused in the ad world, The insight that EuroRSCG, France used to create the print ad campaign fore Joupi Toy Shop was for me a very clever idea and a completely different way of approaching the same insight. They way they went about the ad by just completely flipping the original insight around was a risky idea and has paid off.

The usual direction that creative teams would follow when creating an ad for a Toy Shop is that the shop has the perfects gifts for you and that the store is a very exciting and fun place for you to shop for your presents. What the creative team decided to do was use the perfect gift insight but instead of just that they gave it a little twist. They went with the copy of  “Don’t Fear Finding The Perfect Present” and the visuals that they used along with the copy was a perfect fit.  

The Art Direction in this ad is a very unusual style but ads a very playful feel but also has enough to make an impact. It is for a toy store so they obviously could not make it to dark, so what they did was combine the light and dark side and created a very effective campaign. They kid in print either looks scared because the present is just that awesome or he is in absolute amazement with his gift.

All in all the creative team that worked on this campaign have obviously put in the hours to work out the perfect insight ad idea and in this case they have. They came up with a small idea but made it bigger with great copy and great art direction. Very effective ad and I can imagine Joupi Toy Store was pleased with the result.