Radio Flyer, the iconic children's wagon and bike brand, is opening a pop-up "kids travel agency" this weekend in Chicago to celebrate its 100th birthday.
FCB Chicago is behind the event, which is running on March 18 from 11am to 5pm at 4755 N Lincoln Ave. The space is adorned by beautiful picture book-worthy posters (seen here) of imaginary destinations like "Octopus Shiny Treasure Bay," "Mount Puppy," and the "Stinky Broccoli Forest." There, travel agents (played by adults) will help kids select their perfect dream adventure and the Radio Flyer vehicle that will take them there. They'll also be given branded passports and itineraries for their imaginary "trip."
According to Associate Creative Director Nok Sangdee, the idea "was inspired by the act of make-believe and the creativity that inherently lives in every child. Today, kids' creative freedom and imagination is being limited by a world of structured play. The kid's travel agency was created to provide kids with an opportunity to dream big and give them an experience that brings their imagination to life."
Once kids meet with an agent and select their destination and vehicle, they get their passport and take off on their dream trip (via a green screen). When they get back to the real world, they can head home with mementos from the trip, including a photo, a poster and other travel goodies.
Get a preview of what's in store for the little ones in the brand's adorable teaser.
The agents are all improv-trained actors and copywriters. "It was important we found someone who could attempt to match the creativity of a child," said ACD Alice Crippa.
As for how the agency came up with the fictional destinations, they turned to someone who'd know best -- a seven-year-old. "We started by asking, 'If you could travel anywhere, where would you go?'" Crippa explained. "His reponse? 'Dragon's Butt Kingdom.' That was our inspiration, and from there, everyone channeled their inner 7-year-old and had an amazing brainstorm. All destinations were later vetted by our 7-year-old muse."
The agency chose a different artist for each travel poster. "Having a different illustrator for each destinations makes each one feel unique, and encourages kids to dream up new destinations," said Sangdee.
The brainstorm generated more ideas than the campaign could accommodate. Those that didn't make the cut included "Worm City," "The Blazing Star of Gaaagaagoogoo," "Wet-Dog Topia," "Vegan Cheetah Prairie," and "The Cave of the Hairiest Spider in the World." But perhaps we'll see those in a round two.