menu

Ad Agency Harnesses Kids’ Creative Potential

Ad Agency Harnesses Kids’ Creative Potential
Advertising

Leo Burnett took some firsthand advice on thinking like a kid in a new campaign for the World Wildlife Fund.

Rachel Pincus
  • 23 december 2013

Some creatives spend a lifetime trying to relearn how to think from a child’s unique perspective. In advertising agency Leo Burnett’s view, kids, with their natural curiosity and original ideas, have everything it takes to create great ads. The agency decided to prove this by inviting a group of Italian schoolchildren in Milan to consult with them creatively on every step of their process as they developed a print, radio and TV campaign for the World Wildlife Fund (WWF). A group of photographers, illustrators, film directors, animators, post-producers and speakers helped realize their ideas.

According to the website that showcases the project, called Pets4Pets, the rules were simple: “never contaminate the kids’ ideas’, just offer them the production advice they lack.” The site also includes comparisons with the children’s original drawings to show how close many of the original drawings were to the final execution. The result is a fresh creative voice communicating about wildlife conservation, a topic near and dear to many kids’ hearts. From this amazing (and cute) final TV spot, which takes the concept of the ‘golden rule’ to habitat preservation, it’s clear that the kids and the creatives had a lot of fun. Hopefully they learned a bit about how advertising works, too.

Pets4Pets

Source: POPSOP

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

David Rosenberg

Digital Marketing

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 29, 2016

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.