JWT+H+F and Pastorini drive world improvement forward
The Zurich-based toy retailer Pastorini focuses on high-quality products. Instead of electronics and plastic, this long-established store emphasizes educational value and wood.
Zurich toy retailer Pastorini focuses on high-quality products. Instead of electronics and plastic, the traditional store focuses on education and wood. With the help of its new advertising partner JWT+H+F, Pastorini now wants to emphasize these virtues even more strongly. "Toys for a better world" is the new claim, which is intended to advertise the toys made from local wood, which are harmless to health and conducive to children's development. The poster campaign developed for this purpose shows the next generation of do-gooders making intensive use of Pastorini products. In addition to the posters, the pre-Christmas advertising campaign is complemented by a direct mailing in which the essence of meaningful toys from the Pastorini range of around 10,000 products is presented. The target group is the so-called "karma capitalists". In other words, people who like to afford good and expensive products and live as ecologically as possible to ease their conscience. The core target group are "karma capitalists" with children between the ages of 0 and 6 who are either their own or are to be given presents. Their addresses were filtered out of Pastorini's customer base and expanded to include addresses of potential buyers in the catchment area of the two Pastorini stores in Zurich City and Dübendorf.
According to a press release, the poster campaign and direct mailing are intended to correct Pastorini's woody image. Modern design combined with the depiction of natural play situations allows the traditional Zurich toy store to appear in a new light.
Responsible at JWT+H+F:
Remy Fabrikant (overall responsibility); Mike Krüll (creative director); Mike Krüll , Joni Müller (text), Isa McInnes, Valentina Hermann, Roland Buob (art direction); Vanessa Lehmann-Spalleck, Franco Elsener (consulting), Juventino Mateo (people photography), Harry Burst (product photography), Roland Buob (graphics) Responsible at Pastorini Spielzeug AG:
Christa Pastorini (Owner/Managing Director), Felix Schumacher (Owner/Managing Director), Monika Meier (Head of Catalog Department).
According to a press release, the poster campaign and direct mailing are intended to correct Pastorini's woody image. Modern design combined with the depiction of natural play situations allows the traditional Zurich toy store to appear in a new light.
Responsible at JWT+H+F:
Remy Fabrikant (overall responsibility); Mike Krüll (creative director); Mike Krüll , Joni Müller (text), Isa McInnes, Valentina Hermann, Roland Buob (art direction); Vanessa Lehmann-Spalleck, Franco Elsener (consulting), Juventino Mateo (people photography), Harry Burst (product photography), Roland Buob (graphics) Responsible at Pastorini Spielzeug AG:
Christa Pastorini (Owner/Managing Director), Felix Schumacher (Owner/Managing Director), Monika Meier (Head of Catalog Department).
