The brief.
The Late Late Toy Show is one of the TV highlights of the year for Irish kids big and small. And with the world in turmoil (thanks to a little thing called Covid), it was particularly important that everyone should get the chance to escape from it all with a little bit of Christmas magic, global pandemic or not.
The strategy.
With the country in lockdown, we wanted to reassure the nation that the show would, of course, go on.
The solution.
We told the story of a young girl whose Toy Show tradition, was to watch it with her cousins. However, this year, with the country in lockdown, the tradition was under threat. But nothing can stop a good Toy Show tradition, and so her family rallied around her, pulling out all the stops to make sure that even though she couldn’t have her cousins round, they could still be together for a magical start to the Christmas season.
The results.
We helped make this a Christmas and a Toy Show to remember with over 1.7 million people across the country watching the episode, making it the most-watched Toy Show in history. Another 500,000 people watched it on the RTE player - again breaking records and making it a highlight of the festive season, for everyone.
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Online extended film
