Agency Network: 
July 2021


Let’s face it, it’s no child’s play to keep kids entertained, a task that’s proved especially challenging in the last year. Ask the parents and they will list down all kinds of makeshift entertainment alternatives they’ve had to invent.

But among all these struggles, we forget about the unsung heroes who have been carrying the lion’s share of this burden. It’s not the parents, not even the teachers, it’s the toys that have been overused and much-abused.

With that in mind, Momentum MENA and Yas Island created the world’s first ToyTalks – a quirky, outlandish fusion between Toy Story and TedTalks, where tired toys are finally speaking up and sharing their lockdown traumas in hopes of getting families to leave them alone and have an epic break on Yas Island with the Kids Go Free offer.

Paying weird yet wonderful homages to some of the world’s most iconic toys and taking a few playful jabs at competing destinations, the campaign features original characters like Mr. Fire Tyres, Bathtub Dolphin, Marbie, and Iron Bro, all of whom deliver a unique monologue and keep the audiences engaged and entertained. Much like Yas Island itself.

Speaking of entertainment, the campaign also promises to go beyond just social content. There are Toy Repair pop-ups where families get to restore their toys and win a discounted vacation to Yas; a Toy Trade-In radio activation; engaging influencer content; and even a @ToyTalkers Instagram handle where the toys share their woes.

The campaign is further amplified by online competitions and a partnership stunt.

Film advertisement created by McCann, United Arab Emirates for Yas Island Theme Parks, within the categories: Hospitality, Tourism, Recreation, Leisure.

Advertising Agency: Momentum MENA, United Arab Emirates
Momentum Worldwide, MENA Regional Head Of Planning: Tahaab Rais
Executive Creative Director, Momentum Worldwide, MENA: Raphael Nassoura
Senior Creative Director, Momentum Worldwide, MENA: Muhammad Ali
Associate Creative Director, Momentum Worldwide, MENA: Gary Rolf
Associate Creative Director, Momentum Worldwide, MENA: Vishal Munyal
Senior Arabic Copywriter, Momentum Worldwide, MENA: Manar Abdulla
Account Director, Momentum Worldwide, MENA: Wissam Gharib
Account Manager, Momentum Worldwide, MENA: Diana Asal
Senior Account Executive, Momentum Worldwide, MENA: Rebekah Westberry
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