# Intelligent Creativity Campaigns The Play-Doh Ad Campaign Shows How the Toy 'Makes Smart Kids' By Meghan Young | Published 2015-06-24 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/playdoh-ad References: [adeevee](http://www.adeevee.com/2015/06/play-doh-makes-smart-kids-print/) & [publicismachine.co.za](http://www.publicismachine.co.za/) The [Play-Doh](https://www.trendhunter.com/trends/play-doh) ad campaign explores a different way in which this toy can make a difference in children's lives. Not only does it feed into their creativity and imagination, it also can help children become smarter by creating solutions for any amount of trouble they get themselves into. Whether that is eating a jar of cookies without permission or breaking into their piggy bank, the Plasticine material can provide the help their need to cover their tracks. Conceived and executed by [Publicis Machine](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching), an ad agency based in Cape Town, South Africa, the Play-Doh ad campaign was creative directed by Brendan Hoffmann and Kenneth Van Reenen. What makes the Play-Doh ad campaign stand out is how subtle the discrepancies in the images are. People have to look closely to see kids' smarts in action. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 86% | Activity: 87% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **Intelligent Creativity:** Opportunity to develop toys and campaigns that stimulate children's creativity and intelligence. - **Imaginative Problem-solving:** Opportunity to create products that encourage children to think creatively and find solutions for various situations. - **Subtle Advertising:** Opportunity to create ad campaigns that require viewers to pay attention and look closely to fully appreciate the message. ### Who This Affects Most - **Toy:** Creating toys that enhance children's creativity, problem-solving, and intelligence. - **Advertising:** Developing unique and attention-grabbing ad campaigns that engage viewers and convey subtle messages. - **Education:** Integrating creative and problem-solving activities into educational materials and curricula to enhance children's learning experiences. ## Related on Trend Hunter - [Children-Focused Awareness Commercials](https://www.trendhunter.com/trends/lego2.md) - [Creativity Time Capsules](https://www.trendhunter.com/trends/campaign-for-creativity.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Kid-Powered Imagination Campaigns](https://www.trendhunter.com/trends/ai-vs-ki.md) - [Expressive Gaming Campaigns](https://www.trendhunter.com/trends/monopoly-campaigns.md) - [Playtime-Encouraging Toy Capsules](https://www.trendhunter.com/trends/art-of-play.md) - [Adult-Focused Modeling Dough](https://www.trendhunter.com/trends/play-doh.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Playful Restaurant Pop-Ups](https://www.trendhunter.com/trends/restaurant-of-imagination.md)