PARIS, FRANCE — For its first TV campaign since handing Steve the reigns to its communication, PicWicToys presents a crazy Christmas race in the one place that makes all the difference in the industry: its play stores.
Christmas is of course the most expected time of the year for a toy retailer such as PicWicToys. And because its 45 stores are not just stores like any other, but actual playgrounds, Steve decided to make this differentiating asset the centre of its Christmas campaign.
The PicWicToys store is turned into the set of a frenetic chase… on 12-Watts racing cars! A TVC that takes inspiration from blockbusters and makes us dive into a vortex of pure childhood fun.
The film is full of pop culture references: Darth Vader, Spiderman, Pikachu, Barbie, Star Wars, the Snow Queen and so many other iconic childhood heroes come together in this race… And even the anivendors (played by real PicWicToys sales animators) take part in it. It’s the perfect opportunity to show what their everyday looks like in bustling stores where people are always playing.
“Produced and directed by the very talented Blacktool, this film is full of pop culture references and mixes together live action, stop motion, 2D and 3D. Bet- ween stunts, humor, love, and fishtails, we have the perfect recipe for a generous Christmas film, for the pleasure of kids and adults alike” says Guillaume Lartigue, Co-CEO and Chief Creative Officer at Steve.
“This film uses all the ingredients of PicWicToys’ winning recipe: a store that’s made for play, with animations and experiences, our passionate animators who are big kids at heart, and attractive products. It achieves the unprecedented goal of bringing together on screen most of our favorite heroes and iconic toys from brands that we have built long-term partnerships with” added Julien Dreano, PicWicToys Brand and Customer Communication Manager.
The campaign will be on TV, digital, VOL (3 20-second films), in stores, on social media, and PR (long format). Discover it here: https://www.youtube.com/watch?v=GwdmkPT2feg
It will also be deployed on the radio where once again the reindeers will try in vain to call Santa Claus, who is far too busy having fun at PicWicToys.
CREDITS
Industry : Distribution of games and toys
Annoncer : PicWicToys
Brand and customer communication leader : Julien Dreano
Agency : Steve
Co-CEO : Grégoire Soufflet
Co-CEO and Chief Creative Officer : Guillaume Lartigue
Creative Director : Edouard Dorbais
Copywriter : Aymeric Druaux
Art Director: Isaora Le Jeannic
Strategic Director : Laure Lagarde
Group Account Director : Diane De Plas
Project Manager : Morgane Schafer
Project Manager: Laureline Levy
Head of TV prod : Dorian Salort
Production : Blacktool
Director : Blacktool
Producer : Elodie Andurand
Post-producer : Françoise Hernandez
Post-Production : Blacktool
Post-Production SFX : Machine Molle
Sound Production : Tranquille Le Chat
Sound Producer : Laurent d’Herbécourt
