Play-Doh, the sought-after iconic modelling clay brand from Hasbro has rolled out a new campaign celebrating its 65th anniversary this year. The campaign conceptualized by Brand Station has been launched in partnership with the Museum of Modern Art in Paris to celebrate the reopening of cultural venues across Europe.
A special artwork created by a dad & his daughter will be exhibited at the Paris’ Museum of Modern Art, June 4-6, alongside other renowned artists’ creations. The colourful partnership between Play-Doh and the Museum of Modern Art in Paris promotes the creative ideas of children and their parents sharing family moments around art.
The anniversary campaign has been created by Play-Doh in conjunction with the French advertising agency Brand Station. The digital film will highlight the exhibition. Directed by Samy Benama, Nicolas Massart and Damien Guiol and produced by Vincent Massart and Laetitia News, the 38-second spot for the multichannel campaign will be broadcasted from May 31st onwards on digital channels.
A sui generis campaign with the Paris’ Museum of Modern Art
Play-Doh’s symbolic 65th-anniversary campaign shows “that the most beautiful works of art are those that we create together.” For the first time in the history of modelling clay, a clay artwork wholly created by a father-daughter duo will be exhibited at the Museum of Modern Art in Paris. The rainbow shade clay artwork entirely made by four hands will be displayed at the Museum from June 4th to 6th.
Starting in September 2021, Play-Doh will support the educational workshop program for youth conducted by the Museum of Modern Art in Paris. The workshops are adapted for all audiences including people with disabilities. The sessions are designed for incorporating individuals from different age groups; both children and adults can come together as a family and share their curiosity for art in a playful way.
Throughout the year, Play-Doh will support events and activities built around permanent collections and temporary exhibitions. Details about exhibitions, events, workshops, activities, and museum can be found on MAM’s website.
Through the special anniversary campaign, Play-Doh positions itself as a patron of the Paris’ Museum of Modern Art, reaffirming the brand slogan “Fun to play with, not to eat.” The one-of-a-kind win-win partnership between Play-Doh and MAM stimulates the creativity of young people, encouraging them to explore the artistic drive within them.