L.O.L. Surprise!
The toy brand L.O.L Surprise! turned to Berlin Cameron to create their first ever campaign targeting parents, with the goal of showing how their creative line of dolls helps spark imagination and inspiration in children.
We developed the campaign theme “Let The Characters Out” to show how imaginative play for kids allows them to explore the many unique sides of their personalities. When kids introduce the diverse characters of L.O.L Surprise! into their playtime, it allows them to let out the many characters that live inside their imaginations.
The centerpiece of the campaign was a TV spot that shows the colorful inner world of a young girl. As we travel inside her imagination, she becomes a series of different characters inspired by a variety of different L.O.L Surprise! Dolls. This fantastical journey of a child during playtime shows how L.O.L Surprise! is a great way for parents to encourage their kids to explore all of the possibilities that live in their imagination.
The campaign received significant media support, running on a range of major networks. It was supported by a broad range of shorter form digital placements optimized for social and mobile viewing.
“Let The Characters Out” video
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