These Toy Donation Ads Feature Playthings Coming Back from the Dead
Alexander Lam — May 22, 2013 — Marketing
References: ibelieveinadv
In a series of grave-busting toy donation ads by Brazilian ad agency Eugenio, viewers are encouraged to donate their toys to ParkShopping São Caetano. The ads feature toys breaking free from their underground prisons with the tagline “Every toy can live again. Donate your old toys.”
In a spray of dirt, toy limbs are seen reaching for the sky in these print advertisements. Each ad targets a different demographic of children. Targeting boys, an action figure arm is seen punching through dirt towards freedom. In an effort to increase female toy donations as well, a 'Pinky Fairy' toy is seen bursting through sand with a pink magic wand. Whether the toys target males or females, the same touching sentiment that toys can have a second life is persistent throughout.
In a spray of dirt, toy limbs are seen reaching for the sky in these print advertisements. Each ad targets a different demographic of children. Targeting boys, an action figure arm is seen punching through dirt towards freedom. In an effort to increase female toy donations as well, a 'Pinky Fairy' toy is seen bursting through sand with a pink magic wand. Whether the toys target males or females, the same touching sentiment that toys can have a second life is persistent throughout.
Trend Themes
1. Undead Toy Donation - The trend of promoting toy donation campaigns through unconventional and creative ways, such as using undead toys, to encourage people to donate.
2. Gender-specific Toy Donation - The trend of targeting specific genders and demographics with toy donation campaigns, to increase and diversify toy donations.
3. Second Life Toys - The trend of promoting the idea of toys having a second life through donation campaigns, recycling, and repurposing.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunities for advertising agencies to come up with creative and unconventional ways of promoting donation campaigns.
2. Toy Manufacturing - Disruptive innovation opportunities for toy manufacturers to create toys that are easily repurposed or recycled, keeping sustainability in mind.
3. Non-profit Organizations - Disruptive innovation opportunities for non-profit organizations to partner with toy manufacturers and advertising agencies to promote toy donation campaigns more effectively.
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