A laugh that carries through time
With our claim, we wanted to capture precisely the feeling that this magazine has spread since its inception: No matter how many reasons this world is currently giving us to worry, somewhere right now a child is crawling under its blanket, turning on a flashlight, and making what is probably the most innocent sound in the world. 75 years of MMM means:
KICHERN FOREVER.
Design & Look
Visually, the campaign is consistently based on the structure of the magazine covers themselves. Bold colors, dynamic swirls, multiple layers of color blocks and magazine pages. Whether on a billboard, in the feed or in an advertisement: every format pops like an opened issue. Right in the middle are our testimonials, right in the world of Mickey, Donald & Co. Reality and fantasy deliberately merge into a single plane.
Bang! Boom!
Giggle!
Alongside the campaign claim „Kichern Forever“, the characters' unmistakable sounds and exclamations carry the campaign—fully in the magazine's look, placed in speech bubbles that have a visual and almost acoustic effect. You instinctively hear the voices of Mickey, Donald & Co. in your head, completely without sound.
The campaign is broad-based: on OOH and DOOH surfaces, on social media channels, as ads in magazines and newspapers, as well as online ads. Thus, „Kichern Forever“ accompanies the target group throughout the day and across all touchpoints.
Anyone who films with children knows that the best performance doesn't happen on command, but rather when everyone simply feels at ease. That's why it was particularly important to us during the shoot with our young models to create a relaxed working environment where concentration could quickly turn back into silliness. Plenty of good humor, enough breaks, and a top-notch selection of snacks were naturally helpful as well.
