ALDI Toys.
Turning a toy campaign into something kids could colour, keep, and call their own — in collaboration with illustrator Amaya Arrazola and the Spanish Red Cross.
Scope
Client
Duration
Year
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Challenge
(01)
A toy campaign that needed to mean something beyond the sale.
Retail toy campaigns are one of the most saturated communication moments of the year. The brief was to create something visually distinctive that could stand alone as its own creative territory — separate from the Christmas campaign — and that gave families a reason to engage beyond the product.
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Solution
(02)
What if the campaign itself became the gift?
The creative decision was to transform the campaign into an object with its own value. Working with illustrator Amaya Arrazola, whose style was chosen precisely for its warmth and colourability, we created a visual world where real children existed inside an illustrated universe — heroes of their own story, literally able to colour the world around them. Photography and illustration coexisted without one overpowering the other. ALDI sold colouring pencils alongside the campaign, with proceeds going to the Spanish Red Cross — integrating the social purpose into the concept itself, not as an afterthought. I directed the full production: photography, model casting, styling, retouching, and the creative collaboration with Arrazola.
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Conclusion
(03)
A campaign built to outlast the season.
The campaign ran coherently across every touchpoint — catalogue, digital, social media, in-store. It was a commercial success for ALDI Spain that year. More importantly it demonstrated something that shapes how I approach every project: The most effective communication doesn't just sell — it speaks a language people recognize as their own.
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