Children don't always have it easy either: in a world dominated by the grown-ups, they are usually at the bottom of the decision-making chain and very often controlled by others. No wonder they seek refuge where they can be ruler and queen of their own kingdom: in play.

The film we made with CZAR Films and director Marit Weerheijm is based on this insight: It shows a seemingly everyday scene in Migros that takes an unexpected turn and then finds its resolution in a playroom.

The cinema and online spot is part of a comprehensive campaign that awakens the desire to play with Migros flower departments, checkout belts, vegetable displays and the other PLAYMOBIL sets at a variety of touchpoints. Three static and animated 6- to 10-second visuals developed with Nerd London showcase further facets of the Migros PLAYMOBIL universe. Advertisements, an insert in the Migros magazine and the lovingly designed collector's booklet extend the campaign in print.

On social media, 10- and 15-second stop-motion animations of the playsets provide an entertaining product demonstration. And the playful, highly recognizable promo logo is the common thread running through all communication measures.