Creativity

Kids are So Over Touch Screens

Toronto Toy Store Says: Honest-to-goodness Toys Don't Require Apple Care.

Published on Jul 26, 2013

Editor's Pick

While many mouths have uttered the words "kids are tech-savvy at such a young age. nowadays," the fact remains that the little ones aren't actually tiny adults. Even if they can use an iPad better than most. Toronto-based specialty toy store Kol Kid and Tribal DDB Toronto stress this very same fact in "The Joy of Simple Play," their new online video campaign. Here a little boy unknowingly demonstrates that the tactile and exhilarating feeling of playing with something that doesn't have a touch screen has been lost. It's true, mobile devices aren't toys. That's why they're called devices.

Code Film director Tom Feiler and his team also executed two other spots: "Viewmaster," where scrolling through a smartphone's photos proves underwhelming and "Jack," in which a jack-in-box app turns out to be anti-climatic.

In addition to this, Kol Kid and Tribal have revamped the toy retailer's website and have developed a kid-friendly app called Play Engine, which simplifies games and encourages play.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jul 26, 2013
Agency:
Tribal DDB Toronto
Client:
Kol Kid
Creative Director:
Louis-Philippe Tremblay
Creative Director:
Denise Rossetto
Copywriter:
Sanya Grujicic
Copywriter:
Tiffany Chung
Art Director:
Andrew Bernardi
Agency Producer:
Andrew Schultze
Production Company:
Code Film
Director:
Tom Feiler
Director of Photography:
Alan Lukatela
Cameraman:
Andrew Easson
Cameraman:
Michael Tung
Sound:
Shawn Kirkby
Line Producer:
Magda Czyz
Editor:
Kyle McNair
Online Editor:
Paul Binney
Colorist:
Jason Zukowski
Audio House:
Pirate Toronto
Audio House DIrector:
Stephanie Pigott
Audio House Engineer:
Jared Kuemper
Casting Agency:
Andrew Hayes

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.