Project Brief

A year-long campaign to commemorate the 20th anniversary of Imagine Language and Literacy across multiple channels both inside and out of the product itself.

The campaign was designed focus on the product’s history as well as unveil a new vision for its future. The product received a large number of updates and additions to it’s content, including a new roster of characters - the Mazels - that are integral to the product experience and formed a base around which much of the campaign materials (including a quiz to determine which Mazel you are) were formed. Language and Literacy’s long running mascot ‘Booster’ also received a new look and likewise features prominently in the visuals.

The “holo-foil’ treatment was inspired by trading cards, blu-rays, videogames and other retail products that are often sold with “limited edition” versions that feature prismatic or hologram stickers and artwork as a way to emphasize the longevity, legitimacy and integrity of the product.