MADRID, SPAIN — Children’s television network Nickelodeon wanted to create an impactful inclusion campaign for kids that would include some of its characters. It would have to be an idea that would create the fertile ground for playful activations for the retail partners.
Creative agencies Big Toys and plus305 decided to imagine a club where everyone is welcome: A club where nobody is excluded. A club where all are unique and diverse. A totally new kind of club that is exclusively inclusive. This was the beginning of the most inclusive and diverse campaign for Nickelodeon. A VIP club that changes the game, because “Everybody is VIP.”
Alberto Jaen, the chief creative officer at plus305 and brainchild behind the campaign said, “It’s all about Very Inclusive People. No matter where they come from, how they speak, dress, how they look, or how weird they are, they will always be VIPs for us.”
Once the idea was born in collaboration with its partner Big Toys, Nickelodeon tried to find a retail partner that was willing to do the campaign. Retail giant El Corte Inglés loved the idea, and the entire campaign was launched in August 2022 in Spain.
CREDITS:
Creative Agencies: Big Toys and plus305
Title of the Campaign: Todos somos VIP / Everybody is VIP
Creative Team: Mikel Ortega, Alberto Jaén, Olivia Bravo, Fredo Figaredo
Account Director: Fredo Figaredo
Producer: República Coconut
Director: Guillermo Miranda
Client Contact: María and Rose
