The Toy Mission is a digital orphanage for the world’s unused toys. A non-profit utility where people can meet their perfect playmate.
To create awareness around The Toy Mission, we released a limited edition red version of the Missions icon – Sad Toy.
The limited edition Sad Toy was distributed in a unique and hand crafted packaging which was designed to capture and enhance the experience of discovering a long forgotten toy in the basement.
This helped create sympathy for The Toy Mission and underlined the total experience of receiving the limited edition Sad Toy.
Creative Circle / Design Shortlist
Agency: Halby Kaag JWT