Play-Doh's 65th anniversary campaign began in a Paris museum

The Hasbro brand celebrates family creativity in push that kicked off with work exhibited at the Paris Museum of Modern Art

Published On
Jun 08, 2021

Editor's Pick

Lego has successfully managed to market itself as a brand that's more than a toy and all about creativity—can Play-Doh do the same?

For its 65th anniversary, the Hasbro toy brand has teamed up with the Museum of Modern Art in Paris for a new campaign by Brand Station, part of FCB Change, that celebrates creativity in families. It started off with a Play-Doh artwork, created by a father and daughter, hung in one of the museum galleries, marking the reopening of cultural venues in France. The creation was exhibited at the museum last weekend and is also depicted in a digital film directed by Samy Benama, Damien Guiol and Nicolas Massart.

Following that, starting in September 2021, Play-Doh will support the Museum's educational workshop program for youth. Throughout the year, activities will be built around both the permanent collections and the temporary exhibitions, with the focus on sharing curiosity for art in a playful way.


Jun 08, 2021
Client :
Agency :
Brand Station
Brand Manager :
Claire Cerveaux
Elisabeth Billiemaz
Managing Director :
Xavier Delaporte
Executive Creative Director :
Samy Benama
Executive Creative Director :
Damien Guiol
Art Director & Copywriter :
Hugo Vénutier
Art Director & Copywriter :
Maxime Mahistre
Account Director :
Laëtitia Neves
Head of Production :
Laëtitia Neves
Head of Strategic Planning :
Victoire Thiessé
Strategic Planner :
Louis Dupont
Production Company :
Founder & Producer :
Vincent Massart
Director :
Damien Guiol
Director :
Samy Benama
Director of Photography :
Nicolas Massart
Sound Production Company :
Producer :
Sébastien Jean

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