When we received the briefing to create an animated video to illustrate the Toy Industries of Europe's advice on buying toy safely, our tasks were to speak to category associations, European policymakers but also to those consumers (parents) who especially around Christmas time will be buy toys for their children.
The idea was to create stories that could illustrate in a simple way very serious aspects of to pay attention. The technique of paper-cut stop-motion filming seemed to us to combine the clarity of the message with the tactile and playful world of children.
Keeping the playful concept firmly in mind and wanting to appear colourful and joyful to send a positive message, the search for the basic, almost primordial form of the toy fell on the cube. Starting with coloured wooden constructions for toddlers, and then moving on to alphabet cubes to compose the first words, the coloured cube was certainly the starting form to explore.
So between Rubik's cube and jack-in-the-box, we realised that dynamism, surprise and the spring that goes off, could also convey that underlying message to the campaign that is, having fun with safety. From there we started to design shapes that could be soft and clear to speak to a wide audience.
The result is a dynamic but balanced, light and colourful logo that embodies the concept of the campaign in a simple and smart way.