Metro: ONE CHILD'S TOY, ANOTHER CHILD'S PAIN

Credits & Description:

Advertiser: METRO
Agency: GREY GROUP SINGAPORE
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: ONE CHILD'S TOY, ANOTHER CHILD'S PAIN
Photographer: Adrian Koh
Chief Creative Officer: Ali Shabaz
Illustrator: Deng Yingzhi
Copywriter: Dunstan Lee
Art Buyer: Iskandar Abdul Kader
Other Credits: Production Manager: Bobby Koh,DI Artist: Fedinandus Oen
Art Director: Tan Zi Wei
Account Supervisor: Penelope Wetherill
Producer: Sandra Ong
Art Director: Deng Yingzhi
Account Supervisor: Linda Avriani
Photographer: Bobby Aguila
Typographer: Deng Yingzhi
Advertiser's Supervisor: Jacqueline Tan
Art Director: Tan Giap How

Ambient Execution Description
Over 250 million children continue to suffer as child labourers. One way to stop the cycle is to provide them with an education. Metro for Children, a charity initiative, wanted to raise funds for that, while also increasing awareness of the issue.What’s used by child labourers to make a living, could just be toys to another child. Working with this insight, we created 3 different tox boxes - featuring a toy sewing machine, tool kit and mop set. These looked ordinary at first, but later, left shoppers with a surprise. Text on the packaging was twisted, such that they reflected the suffering of child labourers. These boxes were placed in a department store, with a ‘sales promoter’ to share details and encourage donations.