Boston Children's Museum : Penmanship Homework

Hill Holliday's hilarious campaign see the undercover mission in everyday parenting

Published On
Jul 16, 2013

Editor's Pick

When the Boston Children's Museum approached Hill Holliday about a new campaign targeting young families, the client described the benefits that kids get from visiting the institution like this: "It's like cheese sauce on the vegetables." That turned out to be the perfect springboard for this hilarious campaign that casts the everyday challenges of parenting as stealth missions--which, if you've ever had to watch a kid for more than an hour you'll totally relate to. The films, directed by Hill Holliday CD/CW Tim Cawley, cast Mom and Dad's everyday tricks to get kids brushing their teeth, eating their veggies or doing their homework as Mission Impossible-like challenges. Who knew parenting could be such an adrenaline rush?  

The films direct viewers to SecretParentAgenda.com , which points them to the Boston Children's Museum site and invites other parents to Tweet their own tricks with the hashtag #secretparentagenda. 

Credits

Date
Jul 16, 2013
Brand:
Boston Children's Museum
Client:
Boston Children's Museum
Agency:
Hill Holliday
Executive Creative Director:
Lance Jensen
Executive Creative Director:
Joe Fallon
Creative Director/ Copywriter:
Tim Cawley
Director:
Tim Cawley
Art Director:
Adrianne Read
Integrated Producer:
Lisa Belden
Associate Producer:
Molly Troy
Cinematographer:
Seth Babin
Cinematographer:
Marc Colucci
Editor:
Liz Colanto
Animator:
Scott Woolwine
Animator:
James Adame
Original Music:
Skyrmish L.A.
Sound Design/Mix:
Mark Wong

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Project Type