2023 Winner

SilverTelevision Single – Over 30 Seconds /Long-Form

Toys'R'Us
"Imagination Included"
Broken Heart Love Affair
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