Partners + Napier‘s “Path to Play” campaign creatively showcases the 160-mile journey from Toronto to The Strong National Museum of Play in Rochester, New York as a whimsical adventure by merging imaginative design with the universal appeal of play. The campaign’s 10 unique billboard designs by Chris Bodie artfully blend nostalgia with our playful spirit, drawing visitors to The Strong’s expanded exhibits and renowned collections. This creative fusion exemplifies how innovative advertising can create impactful and memorable experiences that resonate with all ages.
By: Danielle Smith, Dan O’Donnell, & Scott Allen
The Strong National Museum of Play is attracting visitors from across the border with a playful outdoor campaign from Partners + Napier.
The “Path to Play” campaign supports The Strong’s recently completed expansion project, which includes 90,000 square feet of immersive exhibit spaces for all ages. Featuring iconic toys and games, each board uniquely positions The Strong as the ultimate play destination for road-tripping families all along the 160-mile route from Toronto to their front door.
Featuring 10 unique designs, spotting the boards becomes part of the fun for travelers. Designed by art director Danielle Smith in collaboration with illustrator, Chris Bodie, the boards stand out to bring more kids at heart to The Strong.
“This campaign is helping to usher in a new era for The Strong,” said Sara Poe, Vice President for Marketing and Communications at The Strong. “We’ve created a unique destination unlike anything else in the world, and we’re thrilled to be welcoming even more visitors to come and experience it for themselves.”
In addition to being home to the National Toy Hall of Fame, The Strong National Museum of Play houses the International Center for the History of Electronic Games, the World Video Game Hall of Fame, and the world’s largest and most comprehensive collection of historical materials related to play.
“Play is universal—we can all relate to those moments as kids, letting your imagination run wild and having fun with your favorite toy,” said Rob Kottkamp, CCO of Partners + Napier. “This campaign captures the power of that nostalgia, inviting people to reconnect with their inner child at the ultimate play destination, not more than a couple of hours away.”
Partners + Napier is a full-service creative and media agency that helps brands leave a mark on people, business, and culture. Ranked one of the Most Effective Agencies in North America by Effie Worldwide, the agency specializes in health and wellness, CPG food and beverage, restaurant, beverage alcohol, and B2B, proudly serving clients like Constellation Brands, MDLIVE, Highmark Health, Delta Vacations, Wegmans, Bausch + Lomb, and Xerox. The agency is a part of Project Worldwide, an independent global network of wholly owned agencies.
