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The business challenge

Launch a new content campaign that does not focus on Kamik products but rather leverages its values with the #FreeYourPlay movement.

Make kids play outside again.

With the #FreeYourPlay movement, Kamik invited parents to break out of the family routine and encourage their children to play freely outside. To this end, Toast built a concept based on nostalgia that would make parents realize the importance of outdoor free play for their children. Michael and Marie-Eve brought their childhood friends together to remember the days when they played outside freely.

This video became the trigger for a large-scale content campaign launched by Kamik and Toast Studio in Canada, the United States, Norway and Germany. The strategy thus combines more emotional content like this one with content about the benefits of free play, as well as practical tips and tricks.

Toast is the content agency, responsible for strategy, production, deployment and performance measurement in the brand’s 4 main markets: Canada, the United States, Norway and Germany.

The #FreeYourPlay campaign kicked off the collaboration and continues with a continuous content production and deployment program. Toast is responsible for social network components, written and video content, media buying related to audience creation and informational content on the manufacturer’s products and technologies.

“Toast Studio handles our content in Canada, the United States, Germany and Norway. Imagine the cultural distinctions they need to immerse themselves in,” explains Catherine Fortier, Vice President, Marketing and Communications, citing the case of Germany. There, almost no one puts pictures of their children on social networks. If we use it in our content, it will inevitably be less well received.”

The strategy focuses on creating value by the brand for its consumers. Going beyond the product and its characteristics, the many content initiatives aim to create an audience around the #FreeYourPlay concept and then translate it into informational, documentary and entertainment content.

Toast works closely with other agencies already present in the Kamik ecosystem.

The #FreeYourPlay manifesto (also available in French, Norwegian and German)


  • Community management

  • Production and adaptation of editorial content

  • Photography, graphic design and motion design

  • Content adaptation in 4 languages

  • Content strategy

  • Creative

  • Video production

  • Post-production