2023 Winner

Toys‘R’Us Canada launched its first brand platform, “Imagination Included,” to distinguish it from giants such as Amazon and Walmart, and to resurrect the make-believe world missing from the childhood of today’s kids. The campaign, by Broken Heart Love Affair, included a 60-second spot featuring a boy’s imaginary friend, Mr. Ferguson, who is brought back to life by a team of “playamedics” using toys. The spot ran in different lengths across online video, cinema, social and out-of-home.

Credits

Agency: Broken Heart Love Affair
Chief Creative Officers: Craig Mcintosh, Jaimes Zentil
Strategy: Kristy Pleckaitis, Jay Chaney
Art Director: Jaimes Zentil
Copywriter: Craig McIntosh
Chief Business Officer: Beverley Hammond
VP, Client Success: Cass Farry
Director, Client Success: Maegan Thomas
Executive Producer: Erica Metcalfe
Junior Producer: Olivia Cousineau

Client: Toys ‘R’ Us Canada
Director, Marketing: Allyson Banks
Creative Director: Salvatore Stranges

Production Company: The Salmon
Executive Producer: Natalia Winardi
Director: Mike Warzin
Director of Photography: Barry Parrell
Line Producer: Rory Halsall
Production Designer: Jeremy Macfarlane
Wardrobe Stylist: Melissa Shouldice

Casting: Mann Casting
Casting Director: Steven Mann

Editorial: Saints Editorial
Executive Producers: Michelle Rich, Mackenzie Goodwin
Editor: Griff Henderson
Assistant Editor: Sam Rousseau

VFX: The Vanity
Executive Producer: Stephanie Pennington
VFX Artist: Kaelem Cahill
Producer: Katie Oliver

Color: The Vanity
Colorist: Andrew Exworth

Audio House: Berkeley Inc.
Creative Director: Jared Kuemper
Mix & Sound Design: Jared Kuemper

Media Agency: Prospect Media Group