The Bread of the Poor Foundation : Imaginary Toys

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.