Advertiser: FRISO
Agency: JWT SINGAPORE
Category: Fast Moving Consumer Goods
Advertising campaign: SACRIFICE A TOY
Account Director: Hinoti Joshi (JWT Singapore)
Senior Art Director: Laurent Pastorelli (JWT Singapore)
Audio Production: Collin (Fuse)
CEO: Frank Bauer (JWT Singapore)
Video Production: Gerri (Chameleon)
Project Manager: Ivy Ang (JWT Singapore)
Video Production: Luis (Chameleon)
Account Director: Peter Cheung (JWT Singapore)
Account Manager: Adela Andrei (JWT Singapore)
Excutive Creative Director: Juhi Kalia (JWT Singapore)
Senior Copywriter: Kaushik Iyer (JWT Singapore)
Video Production: Meena Shekharan (Jugaad.com)
Video Production: Bettina (Chameleon)
Video Production: Deberah (Chameleon)
Account Management: Kaushik Iyer (JWT Singapore)
Account Management: Lynette Chua (JWT Singapore)
CD: Paul Sidharta (JWT Singapore)
Regional CD: Tay Guan Hin (JWT Singapore)
Client Brief Or Objective
Much like most wealthy nations, Singapore is an extremely consumeristic society. The pursuit of material possession can sometimes become an obsession. In a society where 'Buy, buy, buy' is the norm, it can be difficult for parents to keep their little kids grounded. Because children usually get what they want. Growing up, they all have the latest action figures and expensive stuffed toys. Can we encourage them to sacrifice something that's closest to their hearts? To instill values by giving up a prized possession?
Outcome
Countless children stepped up to sacrifice their beloved toys. Countless parents expressed happiness at this initiative because in a market saturated with milk brands positioning themselves on raising brainy kids, this idea was a reminder that there other things that children need for developing than just grey matter.
Execution
Friso is a leading milk formula brand in Singapore. As a brand, it believes that meaningful childhood experiences shape us into well-rounded adults. A little child sacrificing his favourite toy can be tough, even heart-wrenching. But meaningful lessons often come from difficult experiences. So, instead of a typical toy donation drive where kids discard their old toys, this was a simple, one-on-one transfer of joy between two children living contrasting lives. A friendship based on a common love. Unity through diversity.
Implementation
Even though kids have a lot of toys, they usually have one that they love more than all the others. So, we asked them to sacrifice their favourite toy so they could give it to an underprivileged child many miles away. Not just GIVE a toy, but GIVE UP their most beloved toy along with a personal letter for the other child. We then collected these toys, and delivered them to NGOs in India, Vietnam and Indonesia. We captured the joy on their faces, which we then sent back to Singaporean kids.