mister imagine's toy store

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Agency. EnergyBBDO – Role. Creative Director

We were asked to increase attendance to Chicago Children’s Museum’s Unboxed, a cardboard-only exhibit, by demonstrating how exciting cardboard can be.

Working with the insight that a big cardboard box can be as fun as any mass-produced toy, we built, marketed and opened Mister Imagine’s Toy Store, a little toy store with a big twist. Instead of toys, Mister Imagine’s was stocked with boxes. Which meant if shoppers wanted a toy, they had to first pick a box and then, using the onsite workshop, transform the box into the toy they imagined. 

The back of the store featured a Workshop and Photobooth - which not only printed out a keepsake, but automagically uploaded it to the Children's Museum's Facebook page.