Agency Work

The Strong National Museum of Play Launches “Play Strong” as a Call to Never Stop Playing

June 28, 2024

New work with Partners + Napier inspires parents who are kids at heart to keep the power of play alive

The Strong National Museum of Play, one of the nation’s leading museums for families and home to the National Toy Hall of Fame, is partnering with creative and media agency Partners + Napier to inspire parents to connect with their children by remembering what it’s like to be one. The “Play Strong” campaign shows that The Strong is a place where everyone can feel like a kid, with classic toys, a vintage video game arcade and larger-than-life experiences.

“The Strong is a museum for play, but that doesn’t mean it’s just a children’s museum,” said Sara Poe, Sr. Vice President for Marketing and Guest Experiences at The Strong. “We’re a place where anyone can come and have fun — a place where you don’t have to grow up.”

“Play Strong” is all about parents putting aside the self-imposed limits of adulthood and finding their inner child. Media includes YouTube, Meta, Broadcast TV and Hulu with three video spots:

“Dadomination” features a kid getting schooled in the World Video Game Hall of Fame by a dad who can’t resist unleashing all of the secret moves and skills honed by slinging thousands of quarters into games while growing up.
“Momma Bird” ditches the bag of Goldfish and wet wipes, to reawaken her wild child. Unafraid to ride the zipline, tame the fire-breathing dragon and seek new adventures at every turn. For her the museum is a chance to connect with her kids, not just follow them around.
“Full Tilt” presents a tween with the realization that at one point, his parents may have actually been cool. And perhaps spent more time playing games and having fun than they lead him to believe while exploring the immersive gaming of Level Up, the Dance Lab and playing Halo like pros.

“We’re all kids at heart. As parents, we don’t let that side out as much as we should,” said Rob Kottkamp, Chief Creative Officer at Partners + Napier. “This campaign is about parents having fun, and how it makes their children see them a little differently. It’s about connecting through the power of play.”

CREDITS

CLIENT

The Strong National Museum of Play
Sr. Vice President for Marketing and Guest Experiences: Sara Poe

CREATIVE AGENCY

Partners + Napier
CCO: Rob Kottkamp
Group Creative Director: Dan O’Donnell
Creative Director: Scott Allen
Associate Creative Director: Rob Warchol
Head of Production: Jacob Gavin
Executive Producer: Rashinda Bankhead
VP, Head of Account Leadership: Lindsey Cash
Account Supervisor: Christine Scott
Head of Strategy: CJ Gaffney
Strategic Planner: Nancy Villa
Project Management Director: Lauren Cole, Stephanie Dummer

PRODUCTION COMPANY

Myers Creative
Director: John Meyers
Line Producer: Heather Roman
Director of Photography: Tim Limner
1st AC: Dave Maslyn
DIT: Dan Myers
Key Grip: Matt Saeva
Production Assistant: Brit Oliveri
Gaffer: Chuck Moran
Wardrobe Stylist: Kathy DiCesare
Makeup and Hair: Lola Rivera
Casting Directors Tamara Pulley, Lorrie Powell, Michelle Woods