CLIENT: TOYS “R” US, CORPORATE

Vehicle: Annual Report

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CREATIVE OBJECTIVE: The annual report for

1997 represented major changes in the company during a period when Charles Lazarus (CEO and founder) was stepping down. It was crucial to present an optimistic message and tone to shareholders at this significant transitional time for the company.

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SOLUTION

While the founder of the company was leaving, it was key to communicate what will remain after he was gone, which was the incredible and powerful brand equity he created. The executive team embraced this concept and for the first time, Toys “R” Us diverted from its more conservative annual report themes.