Client: Smile Asia
A collection of toys that can’t be played by no one.Smile Asia is dedicated to transforming the lives of children born with cleft lip and palate. At its fundraising gala in Singapore, we revealed toys that cannot be played with—each inspired by the limitations these children face. By turning symbols of childhood into reminders of what is lost, the exhibition created an emotional bond meant to inspire support and lasting change.
Videocase in production ...
This professional project was born from a partnership between DDB Hong Kong and Miami Ad School São Paulo.
DDB Hong Kong
Alejandro Canciobello, Nikhil Nagarkar, Christy Wong, Nadya Siaren, Ernest Tsang, Andreas Krasser, Adrian Tso, Jacie Tan, Jodi Chik, Andrew Chan, Mavis Kong and Tinh Nhi Phan
Miami Ad School São Paulo
Filipe Sanches, Luis Paulo Gatti, Amanda Machado, Felipe Agra, João Paulo Campos, Raisssa Rocesso and Mauricio Pontual
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.