Hasbro "KRE-O Transformers"

Hasbro’s KRE-O Transformers were looking to transform the construction toy market and their approach to media. By blurring the lines between advertising and content through nontraditional production deals, a series of edgy stop-motion animation videos introduced KRE-O Transformers in humorous scenarios through a branded YouTube destination. Product functionality and features were on full display as the Transformers were the stars of the videos. On a limited budget, Initiative over-delivered on all campaign KPI’S, including generating 69% awareness amongst boys 6-12 in just 10 weeks.