ABOUT

Concept: Every parent knows the quiet that falls when a toy dies. Kids don't stop playing. They just find something else to play with. You won't like it. So each ad shows the new game. A boy sizing up the dog with a tin of paint. A girl taped onto a merry-go-round. Two sisters lining up a spit bomb over the wall. The toy that started it all lies dead in the logo box.

Execution: No headline to read. The picture does the selling and the line closes it: Never let their toys die.

Result: The Press Grand Prix at the Cannes Lions, plus One Show, Clio, LIA and the Loeries.

Three facts:
1. The feet of the girl on the merry-go-round do not belong to her.
2. The girl in yellow was looking inside a toy box.
3. The French consulate does not regard "collecting a Cannes Grand Prix" as a valid reason for an Emergency VISA.

Copywriter: Kenneth van Reenen. Creative Director: Gareth Lessing. Art Director: Julie Maunder. Photography: Clive Stewart.