The Bread of the Poor Foundation: Imaginary Toys

The best toys ever?

Published on Dec 21, 2012

Editor's Pick

Many of you have been thinking about stuffing stockings lately, but this holiday action out of Brazil's DM9Sul for The Bread of the Poor Foundation serves as a reminder to keep our rampant consumerism in check--and that imagination is the best playtime tool. The agency branded and packaged some random everyday objects as toys you'd find on a store shelf, and placed them for sale at a busy shopping mall. The money raised then went to the foundation and the effort also encouraged children to donate their own toys--and earn a 10% discount to new Imaginary Ones. See the full lineup of goods below.

The idea is akin to another fun one for the Chicago's Childrens Museum, in which Energy BBDO and Xi created a pop-up toy store of cardboard playthings.

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Dec 21, 2012
Chief Creative Officer:
Marco Bezerra
The Bread of the Poor Foundation
Creative Director:
Rafael Bohrer
Art Director:
Fabricio Pretto
Art Director:
Gabriel Gama
Guilherme Grossi
Mauricio Chemale
Art Buyer:
Mariene Braga
Art Buyer:
Gisele Pereira
Image Retouch:
Marcelo Rene
Image Retouch:
Andre Teixeira

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