The Natural Confectionery Co.'s new campaign, Let's Play, encourages parents to reminisce and step into a kid's world full of imaginative, creative play.

Developed by The Ross Partnership in Melbourne and created by Naked Communications the campaign asserts that creative play is the best kind.

The 'unstructured, make-it-up-as-you-go-along, use-your-imagination type play' is the crux of the campaign and rests on the idea that in young imaginations nothing is impossible.

Set in a suburban backyard where three boys gather in a cubby house watched by three girls, their world is suddenly transformed into one of pirates and buccaneers. The green grass morphs into a perilous ocean and the friendly dog turns into a menacing shark.

Lisa Casey, senior brand manager for The Natural Confectionery Co., said the campaign aims to position the company as a brand that encourages, spontaneous and imaginative play.
“As a brand, The Natural Confectionery Co. is all about encouraging parents to remember the simple joy of freeform, unstructured play where spontaneity reigns and the imagination is stimulated. The new campaign celebrates this,” she said.

Creative Director, Meg Sorensen said the ad was a celebration and reminder to parents about the importance of play in a well-rounded childhood.
“In the same way having the occasional treat is a natural part of being a kid, so is play. Play is how kids express creativity, imagination and independence for themselves. It is how they find out who they are and how they fit into the world,” she said.
“We hope parents look at it and remember playing like this when they were kids and register it as a great big YES for the rights of kids to just be kids. It is an ad that presents an alternative to 'artificial' play which is consumed - not created."

You can see the TVC here.