Brief:
For KidZania, an international edutainment brand, the challenge was to encapsulate and promote the essence of its immersive, role-playing experiences for children on social media in Dubai. The campaign needed to resonate with local and expatriate families alike, highlighting the unique educational and entertainment value KidZania offers. The objective was to craft a social media presence that would not only engage and inspire the young audience but also convince parents of the enriching benefits KidZania provides, blending fun with learning in a dynamic, interactive environment.
Concept and Design Execution:
I came up with the pitch campaign, themed "Your Kids' Playground for Imagination," focussing on bringing to life the myriad of professional roles children can explore within KidZania. By spotlighting a single child adopting various careers—from an artist and pilot to a chef and doctor—I created a series of engaging, animated GIF posts that visually narrated the transformative experiences KidZania offers. This concept was to consistently adapt this idea across different mediums, including Instagram stories, feed posts, and carousel ads, ensuring a cohesive narrative that appealed directly to children's sense of adventure and parents' desire for constructive play. To broaden the campaign's reach and inclusivity, all creatives would also be translated into Arabic, resonating with Dubai's diverse demographic and fostering a deeper local connection to the KidZania brand. This approach would not only highlight the fun and educational value of KidZania's offerings but also position it as a nurturing playground where children's imaginations can soar, engaging the community and driving visits.
