Kasperle: March of Toys

Credits & Description:

Brand: Kasperle
Media: Outdoor
Category: Public interest
Agency: BBDO, OMD
Geo: Guatemala
Kasperle: March of Toys
Advertising Agency: BBDO Guatemala
Creative Directors: Diego Lanzi, Rodrigo Costas Ferreira
Art Directors: Christian Acevedo, Andrés Anleu, Karla León, Marvin Girón
Copywriters: Rodrigo Costas Ferreira, Diego Lanzi
Photographers: Luis Ortega, Diego Cervantes
Account Director: Daphe Jager
Additional credits: María Fernanda Gutierrez
Published: September 2014
When a child goes missing, a toy is left orphaned.
In Guatemala 1,200 children a year vanish - more than three each day. They are victims of illegal adoptions, sexual slavery, organ trafficking and labour exploitation. These children just disappear, leaving behind their families, friends and even their toys.Kasperle, the toy store that knew the most about toys in Guatemala, was the only one who could help these toys to get back their children.Kasperle presents - March of Toys. Thousands of toys took Guatemala’s main avenue and manifested under the motto ‘A missing child, an orphan toy’. Each toy carried the banner of a missing child in the country. The march was led by their favourite toys held by the parents of the missing children and accompanied by social organisations, important opinion leaders, leading media, hundreds of families and people that spontaneously joined the marching movement.
The agency installed mobile platforms in the entire street with over 1,000 toys bearing a banner of each missing child in the country. Kasperle also launched a website – jugueteshuerfanos.org - where people could find information and help the cause by sharing pictures across social media.