Stage 1 was a "Surprising Cambodia" web-driver campaign disguised as travel print ads. (Click here for that.) Stage 2 of BBDO's ongoing effort to shock Singaporeans into taking action on the Cambodian landmine issue includes this diabolical mind-raid on toy buyers. "Singaporeans are compulsive shoppers," says ECD Farrokh Madon. "It's often joked that shopping is both the national sport and the national pastime here. Parents looking for dolls for their baby girls were greeted with a chilling reminder of what life is like for Cambodian children. Lined up alongside other dolls from the Princess of the World series, it caught parents by surprise." To say the least.

The Princess effort also featured a particularly aggressive direct mail action in which she "was delivered to the offices of select company executives with children