The installation, ‘Unusable Toys’, featured altered playthings such as the ‘Unpacifier’, a giant pacifier sealed shut alongside ‘Jigsaw Jumble’ and ‘Sip-and-Spill Cup’. Each one shows the helplessness children feel when something as simple as play becomes a struggle.
A collaboration between creative agency DDB Group Hong Kong and Miami Ad School, the campaign paired student creatives with industry mentors to create real impact. At the gala, Smile Asia called for donors and greater support for children needing cleft surgery.
Campaign Take: With a striking, immersive installation, ‘Unusable Toys’ fuses art and advocacy to challenge viewers’ assumptions and spark empathy. Everyday items, like a whistle without holes or a windmill that won’t spin, visibly embody the limitations these children face. Reminiscent of modern art pioneers like Fabien Oefner and Jaime Pitarch, the project delivers a visceral sense of struggle and a compelling call to action.
Credits
Client: Smile Asia
Agency: DBB Group Hong Kong, Miami Ad School São Paulo, Miami Ad School Buenos Aires
DDB Group Hong Kong
CEO: Andreas Krasser
Regional Executive Creative Director: Alejandro Canciobello
Senior Copywriter: Nikhil Nagarkar
Senior Art Director: Christy Wong
Junior Art Director: Nadya Siaren
Chief Strategy Officer: Adrian Tso
Production Director: Jacie Tan
Producer: Andrew Chan
Business Director: Jodi Chik
Senior Account Executive: Mavis Kong
Art Director Intern: Amanda Machado
Copywriter Intern: Tinh Nhi Phan
Miami Ad School São Paulo
Professors: Filipe Sanches, Luis Paulo Gatti
Students: Amanda Machado, Felipe Agra, João Paulo Campos, Raissa Rochesso, Mauricio Pontual
Miami Ad School Buenos Aires
Partner and Director: Bernardo Geoghegan
