Clementoni has been educating little Italians for 60 years.
Their most famous product is Sapientino: a line of educational toys for children.

We had to create a new positioning for it, shifting parents’ perception of the brand as something that stimulates children’s curiosity instead of only giving them notions. We came up with a new payoff for Sapientino: “Curiosi si cresce”, based on the insight that curiosity is something that children learn, not something they are born with.

Then we created a digital campaign made of 12 different unskippable videos, where our children interrupted millions of parents while they were browsing the internet, with questions about the content they were trying to enjoy. A simple and media-driven idea to remind parents that Sapientino is the best way to raise curious children.