The Genius of Play™ — Well Played
NEW BUSINESS // UX DESIGN // ART DIRECTION
Spearheaded by The Toy Association, The Genius of Play™ inspires parents and caregivers to make more time for play in their kids’ over-scheduled lives by raising awareness about play’s critical role in healthy childhood development.™ The content-driven campaign showcased a new initiative Value Of Play, and the diverse benefits of play shown in a new identity system, campaign videos with derivative stills and copy for cross-posting, responsive landing page and a promotional plan to encourage exposure.
