Smilestones = milestones without the pressure

Loud, annoying toys are built to help kids learn. We rebranded Fisher-Price toys into milestone instruments (: Smilestones :) turning parental stress into moments of play. With 40 babies on set, we created a global campaign across manifesto, films, in-store, and 100 social films. Turning every toy into its own Smilestone.

Result: Pitch win + Global Campaign Role: Creative Lead Agency: TBWA \ Chiat \ Day