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The press and poster campaign breaks on 1 February and promotes the V&A Museum of Childhood’s ‘The Imaginary Friends Collection’ show, which opens this week.
The project kicked off in September, when more than 60 children attended a workshop and were asked to describe their imaginary friends in as much detail as possible.
The most intriguing characters were brought to life by Wallace & Gromit creators Aardman; artist Tsuneo Goda, who is the creator of Japanese pop icon Domo Kun; and Becky & Joe, who were behind viral hit Don’t Hug Me, I Am Scared.
The video above shows the children's reactions upon first seeing their their imaginations brought to life in the real world.
Fashion photographer Rankin photographed each of the children and friend.
Arvid Harnqvist and Amar Marwaha, the creative duo from Abbott Mead Vickers BBDO who devised the idea, said: "Children create many amazing things. Take their imaginary friends for instance. They are talked about all the time and often become part of the family. But when the child gets older, these marvellous creations fade away. This project aims to immortalise them."
Client: Rhian Harris, director; and Joanna Bolitho, marketing manager, V&A Museum of Childhood
Agency: AMV BBDO
Creatives: Amar Marwaha, Arvid Harnqvist
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