Client: Smile Asia
Childhood should be filled with joy and play, but for children born with cleft conditions, even the simplest toys can become daily reminders of struggle. Whistles that won’t sound, bubble wands that won’t blow, pacifiers that can’t soothe—each reflects the invisible challenges these kids face.
To raise awareness, we created The Unplayable Toys collection: five classic childhood toys purposely designed to fail, exhibited at the Smile Asia Gala 2025 (in Singapore). The installation became the centerpiece of the event, moving donors and dignitaries alike, and helping drive a 400% increase in donations compared to the previous year.
Videocase in production ...
DDB Hong Kong & Miami Ad School
Role: Art Director
The Gala
We’ve printed and placed the toys at the entrance of the Gala,
just like an art exhibition.
They were inside of acrylic boxes and, bellow them, the guests were able to
read a brief description of each toy, the background that made them impossible
to be played by a kid born with cleft lips and what makes them unplayable by no one at all.
This way, we’ve made people realise and think of how the childhood of those kids look like, motivating them to make a difference through donation.
The campaign got featured on AdAge and the Brazilian Creative Club