Clementoni has been educating kids all over the world for 60 years.
Their most iconic invention is Sapientino: a line of educational toys for children.
CLEMENTONI
SAPIENTINO
"FOR THE NATURAL-GROWN CURIOUS"
INTEGRATED CAMPAIGN
WINTER ‘22
THE CHALLENGE
We had to create a new positioning for Sapientino, shifting parents’ perception of the brand as something that stimulates children’s curiosity instead of only giving
them notions.
THE IDEA
We came up with a new payoff for Sapientino: “Curiosi si cresce” (eng: For the natural-grown curious), based on the insight that curiosity is something that children learn, not something they are born with. Then we created a digital campaign made of 12 different unskippable videos, where our children interrupted millions of parents while they were browsing the internet, with questions tailored on the content they were trying to enjoy. A simple and media-driven idea to remind parents that Sapientino is the best way to raise curious children.
CASE HISTORY
NATURE
KID: Why is the sea blue but water isn’t?
SUPER: You can’t skip children’s questions. Make them grow curious with Sapientino.
SCIENCE
KID: When stars fall do they break?
SUPER: You can’t skip children’s questions. Make them grow curious with Sapientino.
SPORT
KID: Do tennis players scream to scare their opponents?
SUPER: You can’t skip children’s questions. Make them grow curious with Sapientino.
SAME CLIENT DIFFERENT WORK
