Apê Kids

Offline Toys

Agency: NBS


Apê Kids, a company that develops playful and functional objects for children, has created Offline Toys, a line of toys where, in order to make the game even more fun, it is necessary to couple the parents' smartphones with an app developed for this end. The initiative aims to avoid the harmful custom of parents to use the cell phone during the moment of play with their children. Research from US universities shows that excessive use of mobile phones by parents can negatively influence children's brain development. Interviews with 170 families, led by scholars at the University of Michigan and Illinois State University, show that by interrupting family times to check messages or surf social networks, parents can contribute to problems such as hyperactivity in children.
The line of toys Offline Toys arrives in the Brazilian market with three models in wood: car, stove and human body, and with four possibilities of fit for the cellular devices. With NFC technology, the app recognizes the toy where it is docked and blocks receiving notifications on the phone while playing. Parents and children will be able to have fun, without interruption, with more than 120 interactions, like triggering the siren of a police car, cooking different foods and getting to know the human body, among others.

This professional campaign titled 'Offline Toys' was published in Brazil in June, 2019. It was created for the brand: Apê Kids, by ad agency: NBS. This Experiential medium campaign is related to the House, Garden, Public Interest, Recreation, Leisure, and Retail Services industries and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: NBS, Brazil
CCO: André Lima
Executive Creative Director: Carlos André Eyer
Creative Director: André Lima, Carlos André Eyer, Marcello Noronha
Creatives: André Lima, Carlos André Eyer, Marcello Noronha, Ana Cecília Novis, Milena Zindeluk, Bernardo Cople
Production Manager: Teca Vilaça
COO: Tatiana Soter
Agency Producers: Teca Vilaça, Andrea Metzker, Bianca Repsold
Media Manager: Luiza Bernardes
Graphic Production: João Eudes
PR: Camilo Coelho, Thaís Christ
Production Company: Polvo Content
Film Director: Diego Barrios
Photography Director: Theus Santos
Executive Production: Guilherme Pierri, Maitê Frohlich
Production Company Producer: Suellen Alves
Sound Studio: Melhor do Mundo Studio
Sound Director: Daniel Lopes, Caio Barreto, Alexandre Griva
Digital Production: Maya
Product Developer: Apê Design, Artexpress
3D Studio: Studio Platinum
3D artist: Salvio Honorato
3D artist: Moises Honorato
Postproduction: Luciano Honorato
Client Director: Rodrigo Westin, Daniel Forman


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