Fisher-Price waxes poetics

The brand wants parents to slow down and enjoy a few moments of play, with a touching new video.

Fisher-Price is looking to pull at Canadians’ heartstrings with its new video, “Poem to Your Child.”

Launched at the end of January, the YouTube spot features seven Canadian mothers reading an original poem, cut with images of the moms playing with their kids, in a message meant to encourage parents to slow down and enjoy moments of play.

“Babies and children just grow up so quickly and it’s really important to take a step back and make sure you’re enjoying that moment with your child,” says Melissa Farjo, brand manager, Fisher-Price.

Creative shop TrojanOne led the making of the video, including penning the original poem. Digital media buying was handled by Carat, while Spider Marketing managed promotions with Canadian bloggers.

Centered more on building brand awareness than boosting sales, the campaign is based around Fisher-Price’s “Best Possible Start” worldwide marketing campaign, with an emphasis on the importance of small moments of bonding.

The campaign is a Canadian follow-up to the global “Wishes for Baby” video that launched Jan. 2. That short film featured mothers from around the world holding their new babies for the first time on New Year’s Day and sharing their wishes for their children.

“With the new year comes these new memories that you can create and what better way to create them than through playtime?” Farjo says.

The Canadian launch, which runs for three weeks, was also supported through a digital push with ads on the Today’s Parent website, along with an advertorial piece featuring creator Elizabeth Lampman, one of the mothers featured in the video.

The campaign also featured a Twitter push in partnership with Today’s Parent and Parents Canada on Jan. 29, using #FPmaketimetoplay, where participants were randomly selected to win Fisher-Price prizes.